Digital Marketing Campaign for CALIA Fitness

Project Overview

In 2023, CALIA will introduce a new product line of mom and children matching fitness clothing. This new product line will be launched with a comprehensive digital media campaign, as well as a corresponding workout weekend event celebrating the strength of mothers and the beauty of their relationships with their children. The event will take place in ten different pop-up locations across the United States on Mother's Day Weekend in 2023.

Outcomes

The Mother's Day event and the digital media campaign use high-quality visual imagery and collaboration to increase awareness of CALIA's new apparel line, create connections within target consumer communities, strengthen CALIA's social media presence, and generate positive and inspiring user-curated content. Various metrics produced from this campaign include thirty percent or more of website visits resulting in a sale, CTRs for promotional and informational emails at ten percent or more and twenty percent of these visits resulting in a sale, an increase in social media followers by 25,000 on Instagram and Facebook, and a five percent increase in views of video content released on YouTube.