This campaign is a brand extension designed for Girlfriend Collective - a sustainable, ethical activewear brand. With this fully-integrated campaign I want to help break the stereotype that yoga, barre, and group fitness classes are reserved for young, slim, wealthy white women and break down any barriers that keep women from celebrating their bodies in ways that feel good. Girlfriend Collective already empowers women by showcasing and celebrating diversity, I want to extend this inclusive empowerment into workout and movement classes by employing coaches with as many diverse bodies as possible to celebrate movement for all.
PINTEREST PAGE
My research showed that the main difference between Girlfriend Collective and leading competitors was a lack of Pinterest presence for the brand. Because Girlfriend Collective didn't have a Pinterest page, I created one for them, complete with relevant boards (Sustainability, Athleisure, Activewear).
Since its release in February, the page has earned more than 120k views without the use of ads or promotions.
EMAIL CAMPAIGN
The “Sustainable Active Line” is designed to launch in conjunction with the branded fitness classes, "Everybody Fitness," and use an email marketing campaign to promote. Promotion includes a special time offer in which customers who "order now" will receive three months of free access to Everybody Fitness online.
YOGA MATS
Girlfriend Collective currently only offers sustainable activewear/clothing. I think they are missing out on a market in workout gear (such as yoga mats, weights, etc) made of recycled products. I designed cork yoga mats as part of a "Sustainable Active" line.
I designed cork yoga mats as part of a "Sustainable Active" line. Why Cork? It’s 100% natural, sustainable, recyclable, and biodegradable, and is alsonaturally antimicrobial and offers natural cushioning.
FITNESS WEBSITE
Finally, I designed Girlfriend Collective's "Everybody Fitness" webpage complete with types of movement classes, links to Everybody Fitness products, links to socials, etc. Intended inclusions with this page are Pop-Up fitness classes which will be socially-distant and COVID-safe and increase brand awareness and advertising to release GC's Everybody Fitness virtual classes.
