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When Life Gives You Lululemon
- 1. Lululemon Ad Campaign 2020 Catherine Earp Allison Manning Cameron Sharer Amelia Taylor
- 2. Team Members Cameron Sharer UNC 2021 Advertising/PR Catherine Earp UNC 2021 Advertising/PR Allison Manning UNC 2021 Advertising/PR Amelia Taylor UNC 2021 Advertising/PR
- 3. Executive Summary ● For the healthy man or woman, aged 18-35, upper-middle class ○ Goal-oriented and community-minded ● A unique value proposition centered around yoga ● Highly competitive market ● Effects of COVID-19 ● High prices due to third party manufacturing ● Evaluate percentage of purchasing and email sign ups
- 4. Situational Analysis ● Target segments: ○ Millennial men and women ○ Pursing active, healthy lifestyles ○ Appreciates quality and distinctive athleisure that promotes functionality ● Market landscape: ○ Highly competitive ○ Find COVID-friendly ways to increase community ● Environmental scan ○ Politically divided due to the 2020 Presidential Election ○ Fragile physical and mental health due to COVID-19 and quarantine ○ BLM movement is prominent across the country ● Key competitors ○ Nike, Under Armor, Sweaty Betty, Gymshark
- 5. Competitor Current Campaign Objectives ● Nike ○ Inclusive ○ Be better, whatever that means to YOU ● Under Armor ○ Perseverance ○ Individual empowerment ● Sweaty Betty ○ Female empowerment ● Gymshark ○ Athletes ○ Functionality
- 6. Market Research Insights ● Lululemon has the distinct value proposition of spreading a love of yoga ○ This has been a key part of branding since the brand’s inception ● While prospective customers may see price as a limitation, loyal customers appreciate the exclusivity ● In stores, yoga mentions are present, but not in the men’s section ● No diversity in race or size is present
- 7. Proposed Campaign Objectives ● Refocus on the unique value proposition by extending it to the men’s line ● Focus on Lululemon as a luxury and an investment in the customers’ health ● Include diversity in a meaningful way
- 8. Campaign 1 - Storytelling ● Lululemon has an expanded their audience as they continue to open new company-operated stores across the globe ● They focus on community building and in store experience to make Lululemon more personal and establish consumer loyalty ● While they continue to expand their stores and grow internationally, storytelling is an appropriate advertising approach to build the feeling of community with their brand ● Lululemon founder Chip Wilson could be interviewed on his story and passion that led him to start this brand ● Sharing what Lululemon represents in his eyes and including short chips of what Lululemon means to consumers brings a personal and community-like feel to viewers ● Call-to-action: Create a “Storyboard” page on the Lululemon website and ask Lululemon consumers to add a short story or statement to the Storyboard sharing what Lululemon means to them. All the comments will form a collage and update daily as more comments are submitted
- 9. Campaign 2 - Self Awareness ● Part of what makes Lululemon so special is the community customers join when they begin wearing the brand. ● The community is one of togetherness in the pursuit of a happy, healthy life, despite the various differences between everyone in the Lulu community. ● The idea for this campaign is to show those different people in the Lululemon community in their normal walks of life, all with different jobs and hobbies, pictured side by side wearing Lululemon, engaging in activities as a fitness community. Their commonality is at the end of the day, they all wish to better themselves through fitness and hard work. ● The campaign would run on TV, preroll, OOH, and print, with the goal of reaching Lulu’s younger Gen Z and Millennial demographic. ● This campaign idea does a good job at showing the diverse audience that is a part of the Lulu community ● However, this campaign was not selected because it isn’t motivational enough. It merely depicts people with a certain lifestyle without enough draw into that lifestyle.
- 10. Competitor Campaigns Sweaty Betty’s current ad campaign focuses heavily on female empowerment, which is vastly different from the male target audience we seek. Gymshark focuses their message on hard work, but their visual depicts a bodybuilder, which is not what we are going for at all in our ad. Nike’s current campaign relies on celebrity athletes and “changing the world” during the time of the pandemic. Though a powerful message, we know our campaign is meant to inspire in a simpler way. Under Armour’s current campaign is the most similar to what we are going for in our Lulu campaign. The key difference with ours is that there is less of a focus on high school athletes and specific sports.
- 11. Our Campaign: When Life Gives You Lululemon When Life Gives You Lululemon campaign focuses on investing in yourself. The original phrase, “when life gives you lemons”, encourages you to find something good in the face of adversity. Lululemon knows that by investing in their brand, you are investing in a new lifestyle and community. Lululemon inspires its customers to make the best out of everyday, and by wearing Lululemon it is bound to happen. The brand invites you to join their community to expand a communal group of people all determined to empower themselves and their well-being. This campaign is meant to focus on the gratification of improving your life and by wearing Lululemon, you can make it happen.
- 13. Campaign Ad Storyboard cont.
- 14. Campaign Ad Storyboard cont.
- 15. Gif Advertisement ● Staying active in a pandemic ● Work from home ● Stay connected ● Invest in your well-being ● Make it happen ● Inspire others
- 16. Banner Ad
- 17. Microsite
- 18. Media Plan ● Location ○ Print or digital billboards ○ Ad on YouTube before health/fitness clip ○ Instagram sponsored ad ○ In-store community boards ● Timing ○ Launch around New Year’s ○ New Year’s resolutions ○ United States and Canada
- 19. Key Performance Metrics Project Management Metrics Gross Profit Margin (July 31, 2020) = 54.21% ROI (Aug 2, 2020) - (net benefits/costs) x 100 = 21.07% Employee Satisfaction Score - 4.4 (rated best places to work 2020 out of 2.6k reviews) Productivity (2019)- Very productive; high sales per square foot = $1,657
- 20. Key Performance Metrics Performance Management Indicators micro macro Banner ad clicks % of people purchasing from micro site Visits to microsite % of people who sign up for emails How long a user spends on microsite % of people who left reviews/ratings GIF views Viewed reviews/ratings
- 22. Appendix Picture “War Room” https://drive.google.com/drive/folders/10vszg1C3r6iV_lptvAjtZT8Q4EOZnGLj
Editor's Notes
- So the story board goes along with the campaign
- https://drive.google.com/drive/folders/10vszg1C3r6iV_lptvAjtZT8Q4EOZnGLj