This document outlines a marketing campaign for lululemon. The goal is to focus on representing living well and happiness rather than just being a "cool" brand. The target audience is men and women aged 18-45. The campaign will work to get new customers registered on lululemon's website and increase social media engagement through platforms like Facebook, Twitter, Pinterest, Tumblr, and Instagram. It allocates a budget of $7,500 per month for Adwords and $100,000 for an agency to strategize, plan, build, implement, and manage the campaign.

1. Lindsay Maitre
ADV 420: Spring 2013

2. Goal of Campaign
Focus on what lululemon represents: living
well and doing things that make you happy.
Far too many people wear lululemon just
because it’s considered ‘cool.’
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3. Target Audience
Men and Women between the ages of 18-45
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4. How To Accomplish Our Goal
-Getting new clients to register with lululemon.com
-Heavily using social media sites
-Increasing blog viewership
-Adwords
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5. Numbers
-lululemon.com: 2,500 new clients
-Facebook: 200,000 new ‘likes’
-Twitter and Pinterest: Increase followers by
20%
-Tumblr: Launch official Tumblr, get 50,000
followers
-Instagram: 50,000 new followers
-YouTube: Increase views and subscribers by
10%
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6. Adwords
-Expect to have 500 clicks a day
-15,000 clicks/month
-40% of viewers to click on advertisements in
first month
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7. Helping Out Others
-Not only focusing on lululemon
-Partnering with local yoga studios
-See class schedules
-Retreats being offered
-What’s going on in the community
-Helping local businesses
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8. Budget
-Adwords: $7,500 per month
-Agency Fee: $250/hour ---- $100,000
-Strategize: 70 hours
-Plan: 95 hours
-Build: 60 hours
-Implement: 100 hours
-Manage: 75 hours
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9. Why This Isn’t a Waste of Time & Money
-Campaign is focusing on getting people
invested in our mission, not profits
-Domino effect
-investing in lululemon’s mission you then
become loyal to the brand, which leads to
only purchasing/wearing lululemon, which
leads to profits
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10. Summary
This campaign will help people engage with
lululemon and make them have ties to the
company
With those ties comes loyalty, with loyalty
comes the urge to only shop at lululemon
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