Maddie Ziegler x Fabletics

When Maddie Ziegler turned 16, she started her first activewear collaboration with Fabletics. The collaboration has been active for about a year and it appears to be going strong. The collaboration includes a Maddie Ziegler collection, paid sponsorship from Maddie Ziegler’s social media, and Fabletics ads featuring Maddie Ziegler. During the first Fabletics ad, Ziegler states that she designed the collection herself and wanted people to feel empowered and confident in her collection. These facts were most likely included to reassure the consumers that Maddie Ziegler is very involved in the partnership. Currently, Ziegler is the face of their 2 for $24 sale and is a Fabletics ambassador sponsoring their new summer line with various Instagram and Instagram story posts. On these posts, Fabletics will comment answering any questions from Ziegler’s fan base. By doing this, Fabletics is engaging with their consumers and staying active within their community of ambassadors. Clearly, this partnership between Fabletics and Ziegler has merit.

Fabletics most likely selected Maddie Ziegler because of her following and her background as a dancer. Maddie Ziegler is a top-tier influencer with 13.6 million followers on Instagram. She started off as a dancer from the show Dance Moms and her popularity grew from there. Currently, she is working with Sia on music videos and tik toks. She has also expanded her portfolio into acting and modeling. However, she is most known for her dancing career from Dance Moms and Sia’s music videos/tours. As a dancer, Maddie is often wearing athletic clothes such as yoga pants and sports bras. Because of her background as a dancer she would have reliable knowledge and a trustworthy opinion on workout clothes to consumers. In addition, with over 13 million followers and roughly 700,000–1,000,000 likes per post she has roughly a 6.5% engagement rate and an active fan base within the comments. Also, Maddie Ziegler is not involved in any controversy, so she does not compromise Fabletics brand image. Overall, Fabletics was very careful and smart when selecting Maddie Ziegler as a Fabletics ambassador.

In order to measure the success of the campaign, Fabletics would need to use various KPIs. Fabletics will most likely measure the success of the campaign through share of voice, conversion rate, and the growth rate. I believe they will use these KPIs because these metrics will show how Fabletics compares to their competitors, the rate of return, and how much their social media following has grown from the campaign. Ultimately, by using the KPIs Fabletics will have an accurate understanding if their partnership with Maddie Ziegler is affecting their success.