Athleta Women & Girls

The Ask

Increase awareness and brand favorability; drive traffic in-store and online with a two-pronged campaign promoting spring 2021 initiatives for both Athleta Women (target: W25-54) and Athleta Girl (target: moms 25-54 of daughters age 6-12). Bring to life Athleta’s All Powerful ethos, inspire readers with styling tips.

The Insight

Athleta and BDG have a pre-existing set of shared values that led naturally to content ideation. Across Bustle and Romper, we have a receptive, built-in audience for narratives that Athleta seeks to promote: particularly around inclusive sizing, styling tips, sustainable shopping, and building confidence in the next generation of girls. To achieve the KPI of driving traffic in-store and online, we’d leverage tactical insights from past campaigns.

The Solution

To drive awareness and brand favorability for Athleta Women and Girls, we leaned into values-led content themes tailored to W25-54 on Bustle and moms 25-54 on Romper. To drive traffic to Athleta e-commerce, we tapped into hard-working formats like shoppable features, Instagram ads, emails, and Pinterest.

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5 Outfits That Will Hold Up To All Your Girl's Summer Adventures

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3 Ways To Style Spring's Trendiest Active Pant

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12 Activewear Pieces That Will Keep Up With Your Spring Training Regimen

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The Results


Combined clicks to Athleta Women and Girls e-commerce



Social engagements across Athleta Women and Girls content