In November 2019, Stitch Fix launched its second installment of the Katie Sturino x Stitch Fix collaboration. A vibrant collection in sizes XS-3X, the partnership was created to give women of all sizes access to on-trend and perfectly-fitting clothing.
At launch, as part of a broad integrated marketing approach, the social team was tasked with increasing engagement and understanding around the collection and Stitch Fix's core belief in size inclusivity. Being the second collection drop, our goal was to increase positive sentiment and sustain interest in the brand and collaboration.
As a personal styling service, Stitch Fix is an untraditional retailer where you can’t directly shop the inventory. With this challenge, the social team pivoted the campaign messaging away from a focus on collection merchandise, to a reiteration of our commitment to size inclusivity.
While our content was broadly distributed across channels — IG stories, in-feed posts and Influencer partnerships — knowing the preeminence and impact of video, we anchored our campaign on a social-first series titled Two Truths & A Lie. Our well-known and well-loved hosts were Katie Sturino, the body positivity Influencer and collection collaborator, and Sarah Keefe, our Quick Fix host and editorial stylist extraordinaire.
In each episode, Katie and Sarah dispelled common fashion myths — that only certain body types can wear skinny jeans and bodysuits, that not everyone can wear bold patterns and colors, and that winter wear is always boring. Each episode touched on a product that was core to the Katie Sturino x Stitch Fix collection while asserting Stitch Fix's belief that anyone can wear anything that makes them feel great.
Designed to be social-first, the strategy was to be quick-witted, snappy and replete with channel-native elements like emojis, animation, and subtitles.
The three Two Truths & A Lie episodes exceeded our expectations. On Instagram alone, they garnered over 730K organic impressions, over 200K organic views and an increased engagement rate against our benchmarks. Most importantly, across the campaign, the sentiment and commentary were overwhelmingly positive.
Some of our favorite comments include:
