In 2019, one of the main goals of the Stitch Fix marketing team was to drive brand relevance by creating meaningful cultural and emotional connections with our consumers and existing clients.
To support this objective, the content team set the goal of experimenting with new content types and growing our video programming across channels, starting with IGTV. Our goal for launching on IGTV was two-fold: to drive engagement with a new form of content across an existing social platform, and to internally build the muscles required to create video content at scale as we continue to elevate our content offerings as a brand.
IGTV was our top choice to launch our first social video series. We selected IGTV as we wanted to meet our consumers where they were—on mobile. From our existing insights, we knew that much of our blog and email content was viewed on a mobile device and that we had a strong engaged audience on our Instagram account.
Our content strategy for this series was to shift away from product-first messaging, to showcasing the true magic of Stitch Fix—our 3,000+ personal stylists who get to know you and your style. To bring this to life on the small screen, we tapped longtime Stitch Fix employee, Sarah Keefe, to host our newest show. With zingers at the ready, and over 10 years of on-set styling experience, she immediately makes everyone she meets feel at ease—even as she “juu-jes” up an outfit.
Finally, our strategy was to bring the Stitch Fix product styling experience to life as, in each episode, employees brought Sarah their real-life style questions, just as our clients interact with their own personal stylists.
With the launch of Quick Fix, our second IGTV series, we saw more immediate and greater sustained success. Within 2 weeks, our first episode broke 100,000 views and to date, has garnered over half a million views. Additionally, it drove an increased engagement rate in comparison to our first IGTV series, with an overwhelmingly positive social sentiment from our Instagram community.
Internally, our team was able to operationalize and scale production of the series, going from a near 21 day production timeline to a 10 day production timeline—including casting, set build, filming and editing.