Believe it or not, there are people who do not know about Lululemon. Over the last few years Lululemon has grown tremendously, but it is not known to the extent we would like it to be. Some people recognize the symbol but they don’t know which brand is associated with it or vice versa. If you see the Nike Swoosh you know that product is Nike brand, same idea, different product. Problem = Need to be solved
-”They are all about yoga. It permeates everything we do and a fundamental part of that is the belief that we are all connected. Lulu believes in building quality relationships with athletic leaders in our community. They also offer complimentary instore yoga as a means of connecting with like-minded people.”-Lululemon is known for their high-performance, trade marked fabrics which boast comfort and sweat-wicking capabilities in fashionable designs-”Quality is at the heart of everything Lulu does, from the technical features they (sometimes literally) weave into their products, to the people they work with and relationships they build”
Lululemon will be building a digital strategy to focus on younger women (ages 20-35). This is a group of women with drive and passion in all aspects of life, whether it is career, personal, or fitness.
Lululemon is creating the “Real Women” campaign. We want to tell real women’s stories about how Lulu has helped them reach their desired healthy lifestyle; about Lululemon empowering you to reach your goals.
-Lululemon has a blog, but unless you are already a regular on the website, you wouldn’t know about it. This blog has the perfect framework to launch a campaign. It covers topics such as healthy living, monthly challenges, product must haves, stories, why we love this, and so many more.
The first step in launching Lulu’s campaign is to make these inspiring stories better known by turning them into online commercials. Our target audience will see and hear these stories playing on the side of websites such as Women’s Health. The second part of the campaign would be to create a multipurpose Lululemon mobile app. This app will make the blog more accessible for everyday motivation, news, and product launches. It will also include a feature where you can track your workouts; calories burned, how many/what days, a mileage tracker, and the benefits of different types of workouts.
Lululemon will use Radian 6 to see what our customers are saying about us. We will use the negative buzz (or in some cases, lack there of buzz) to gauge what is not working. By knowing what our customers are talking about, we will know what our customers dig (or not so much) and run with that. Lululemon will also be using various features of Google Analytics (mobile analytics, conversion analytics, content analytics, and advertising analytics) to measure: the success of the Lululemon mobile app, how much we are selling and how users are engaging with our site, which parts of our website are performing well, and how well our social, mobile, and search & display ads are working. We will use the combination of these tools for more than just performance ratings. We plan to use them to turn our negatives to positives to create a better experience for our customers.
Based on revenues
The idea behind the first Lululemon was to have “the store be a community hub where people could learn and discuss the physical aspects of healthy living from yoga and diet to running and cycling as well as the mental aspects of living a powerful life of possibilities.” This digital strategy has embraced Lululemon’s first idea as the base for the campaign. We will be targeting women of all shapes, sizes and fitness levels. We want Lululemon to represent more than fitness; we want the brand to represent a healthy lifestyle.
Digital Marketing Strategy Lauren Peterson
“What is a Lululemon?”This statementis a problemthat needs tobe addressed!
About Lululemon• All about yoga• Known for their high-performance, trade marked fabrics which boast comfort and freedom in fashionable designs• Quality is at the heart of Lululemon
• Younger Our Target women (ages 20- 35)• Women with drive and passion in all aspects of their lives
Theme• We are creating the “Real Women” campaign• Real women’s stories about how Lululemon has empowered them to reach their goals
Strategy• Lululemon has a blog which covers topics such as healthy living, monthly challenges, product must haves, stories, why we love this, and so many more• The blog has the framework for a perfect digital campaign
Strategy• Online commercials to publicize the blog and Lululemon website• Lululemon mobile app• Online press releases for new products and events• Social media outlets such as Facebook and Twitter
Key Performance Indicators• Radian 6• Google Analytics
Budget• Online commercials ($400,000)• Mobile app ($280,000)• Online PR (150,000)• Social media outlets ($150,000)• Key performance indicators (20,000)• TOTAL ($1,000,000)
Wrapping it Up We want Lululemon to be more known and to represent more than fitness; we want the brand to represent a healthy lifestyle