Fabletics Case Study
Growth Spotlight
Fitted to Perform: How Fabletics Tailored TV for Growth
How Fabletics Used Tatari to Extend Digital Efficiency and Build a Performance-Driven TV Strategy
Fabletics, the membership-based activewear brand known for its bold styles and inclusive sizing, had already mastered growth through digital. But when efficiency on platforms like Facebook started to tighten, the team needed a way to unlock new scale. That’s when they turned to Tatari and TV advertising—not as a branding experiment, but as a performance tool.
By combining Tatari’s real-time attribution with strategic creative testing, Fabletics launched TV as a full-funnel engine. The results? Improved Facebook efficiency, measurable site traffic tied to TV airings, and an agile approach to building high-performing ad creative.
%
INCREASE IN FACEBOOK EFFICIENCY%
LOWER CPM WITH 15s ADS VS. 30sCampaign Objectives
Unlock Scale
Push past diminishing returns in digital by introducing TV as a performance lever.
Validate Impact Across Channels
Use real-time TV attribution, survey data, and drag factor modeling to prove cross-channel lift.
Refine Creative Strategy
Test different ad lengths, hooks, and storytelling styles to optimize cost and performance.
Solutions
When Fabletics partnered with Tatari, they didn’t just want to “try TV”—they wanted to make it accountable. Tatari’s dashboard allowed Fabletics to measure impact within minutes of an airing and analyze longer-term attribution through drag factor methodology. Streaming placements were tracked via IP match, while custom post-purchase surveys and quiz modules added further validation.
Fabletics began with a mix of 30-second and 15-second spots. The team typically started with 30s to establish storytelling and brand tone, then scaled efficient 15s once the messaging was proven. Since 15s cost roughly half as much as 30s, this strategy allowed them to extend reach without blowing their budget.
Creative also became a testing ground. While digital best practices push for aggressive hooks and fast branding, Fabletics found that softer calls to action like “Learn More” often outperformed hard-sell messaging. Simple, founder-led spots with direct eye contact proved highly effective, especially when authenticity and clarity were prioritized over flashiness.
“You start with a strong 30-second message, then cut it into a 15-second spot to scale more cost-effectively. When you validate the creative, you can extend the reach without compromising performance.”
— FABLETICS MARKETING TEAM
Results
TV delivered for Fabletics in more ways than one. Not only did they see a measurable lift in site visits and conversions tied to airings, but digital channels like Facebook also performed better thanks to the halo effect of increased brand recognition. TV helped push out their point of diminishing returns, giving them breathing room to scale digital budgets more efficiently.
With Tatari’s tools and partnership, Fabletics now uses TV as a reliable performance driver—blending linear and streaming placements with creative that’s optimized for clarity, simplicity, and impact. Whether they’re running during live sports or mid-season dramas, Fabletics treats every placement like a test, every ad as an opportunity, and every result as a reason to keep scaling.
“We definitely saw a halo effect on all digital. Our point of diminishing returns got pushed out, and channels like Facebook became more efficient once TV was in the mix.”
— FABLETICS MARKETING TEAM
See their Creative
