Kate Hudson is a smart marketer. She has realised that the power of her celebrity status lies in something other than attaching her name to her brand. The power of her celebrity status is that women are fascinated in her real life.
Shawn Gold, chief marketing officer, Fabletics, noted, “Kate had the idea of showcasing her actual life in a commercial in a way that would feel like you were scrolling through her Instagram feed. She wanted a commercial that really genuinely showcased how Fabletics supports her lifestyle and what her lifestyle is about.”
A commercial that really genuinely “showcases” (there’s no such verb, so forgive its use on two counts) Kate Hudson is going to be watched, probably re-watched and, without question, shared. It will also ignite “I want to be like her” far more effectively. The brand is built on “I want to be like her”.
The 30 second commercial combines what appear to be amateur, “real moments” social media videos. Hudson is wearing Fabletics in every frame, so she is underlining how its products fit into everyday lives.
To add to the commercial’s social feed authenticity (and following the current ad trend), most of it (70% of the footage) was shot on Hudson’s iPhone.
“We asked Kate to mimic how she shoots her own content and do what she does for social media. She directed the commercial from that perspective,” Gold added.
“The campaign is really almost like a social campaign that we created for television.”
Credits:
Director: Kate Hudson
Co-director: Chris Petrick
Executive producer: Don Ressler
Producer: Jason Stuckey
Director of Photography: Tucker Korte
Art director: John Cregan
Strategy director: Amanda Rollins
Editor: Robert Hacker
Graphics effects: Diana Arana
Production supervisor: Taeko Masuyama
Production designer: Michael Hersey
