3. Introducing…
LuWatch
A watch that works with its user
Measures
• Areas targeted
• Breathing
• Sweat
• Heart rate
• Calories
Offers
• Breathing techniques
• Refined poses & workouts
• Tips to targeting certain
muscle groups
• Forums
4. The Look
■ Sleek, but modern
■ Waterproof for ultimate
usage despite sweat, water
5. TargetAudience
■ Swimmers
■ Runners
■ Yogis
■ Mothers
■ Working women
These women are a particular group because
fitness is important to them, as leading a
healthy lifestyle is, but they have many other
things to think about on a daily basis.They
are taking care of themselves, of their
children, of their jobs, and as important as
being active is to them, it comes second.
This watch easily fits into their lives, being
sleek, modern, and simple.
6. So….how do we reach this target?
We have decided to use programmatic advertising to reach our
audience based on “passion points” reached through digital
media at right place, at the right time, with the right message
7. ProgrammaticTargetAudience
■ DemoW25-54
■ Audience segments:
Outdoor enthusiasts,
health conscious, moms,
yoga, career women, on-
the-run, digital savvy etc.
■ Contextual targeting
■ Re-marketing
■ Full-funnel audience
KeywordTargeting
o Heart rate
o Calories burned
o Yoga
o Stretching
o Breathing techniques
o Breathing
o Fitness watch
o Running
o Working out
o Swimming
o Waterproof watch
o Women’s workouts
Sample Site List
o Cosmopolitan.com
o Athleta.com
o Youtube.com
o Usmagazine.com
o Target.com
o Cnn.com
o Foxnews.com
o Womensfitness.net
o Fitnessmagazine.com
o Ellevatenetwork.com
o Blogher.com
9. TheApp
◊ Sleek and modern
◊ Everything tracked
◊ Charts & graphics
◊ Goal section & tips
◊ Forums
◊ Featured fitness expert once a
week to host
questionnaires/chats
◊ Weekly drawings
10. The KPI
third quarter
second quarterfirst quarter
fourth quarter
Site engagements,
honing in on target
audience
Brand awareness
Primary: Social media and
display engagements
Secondary: Conversions
Primary: Conversions
Secondary: Social media
and display engagements
11. The Spokesperson
■ Cameron Diaz
known for being active
and healthy, personable,
and appealing to women
■ $5 million contract
12.
13. The Creative MOBILE: 15-second video of a
woman running as the sun rises and
stops to check her LuWatch, seeing
how her heart rate is doingVIDEO: 30-second video of woman
leaving work to grab lunch, talking to
her friends about losing their breath
climbing the stairs. She tells them
that her LuWatch helps her track her
breathing and gives her tips on
deeper, better breathing techniques
DISPLAY/MOBILE: Photo of a woman
submerged in a pool doing strokes, her
wrist at the forefront displaying the
LuWatch and it’s timer going
DISPLAY/MOBILE: Cameron Diaz videos
and photos in daily life and doing physical
activity, with awareness points such as “Just
because I’m not a marathon runner doesn’t
mean I wouldn’t like to know and improve
my heartrate”
14. The Social Media
■ As these women are usually on the go or don’t
spend their entire day at a computer desk,
digital & mobile are best
■ Sharing will be encouraged through Instagram
and Facebook challenges (i.e. Share this for a
chance to win a free watch)
■ Twitter will be used for customer service and
brand-building, through
humor/gifs/interaction
■ Snapchat featuring videos and encouraging
messages of and for busy women, including
Cameron Diaz
15. Q1 Q2 Q3 Q4
Finalize website
design
App design
completed
Launch social media
platforms
Launch website &
programmatic
campaigns
Press release
announcing product
Press release announcing
launch party
October build-up: build
excitement through digital display
advertising. Encourage social
media shares and clicks
Launch app
Launch party &
release product
Launch party details
confirmed
16. The Brand Building
■ Focus on community
■ Encourage building the brand of community-like interaction through
social media
■ Interact with users via all social media platforms
– Partial customer service throughTwitter
– MultipleTwitter accounts for LuWatch problems, app problems,
shipping problems, website problems, etc. so people can easily and
accurately be helped
17. The Budget
Total Print Digital Mobile TV Spokesperson
$17 million $1.5 million $4 million $3.5 million $3 million $5 million
18. Music streaming - $500,000
Social media - $2 million
o Twitter: $600,000
o Facebook: $800,000
o Snapchat: $300,000
o Instagram: $300,000
Programmatic - $1.5 million
19. The Social
The app they use to share or see interesting parts of their own and their
friends lives.
How they regularly directly connect with others on a day-to-day basis.
How these women get their news on current events, celebrity, and social.
Maybe used to share some parts of their lives, but mostly used to see what
others’ content and connect with favorite brands.
20. The Launch
■ Launch party in Los Angeles on November 15
■ Focus on entertainment
■ Sleek & fashionable
■ Speech given by Lululemon CEO
■ Goody bags
■ Guest list:
– Business owners (yoga studios, pilates, gyms)
– Press
– Celebrity representative
