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RPTA 360 - Experiential Marketing Final Pitch
- 1. LULULEMEN PARIS SPRAGUE / MARISSA ESPINOLA / MEGHAN SCOFIELD
- 2. “TO ELEVATE THE WORLD FROM MEDIOCRITY TO GREATNESS.” MISSION
- 4. TEXT SWEATLIFE FEST A two-day fitness festival held in London, UK where attendees can participate in unlimited yoga and meditation, 2 sweat classes, and attend motivational talks from health and wellness professionals. (STILL ACTIVE)
- 5. TEXT “THIS IS YOGA.” ▸ First global marketing campaign launched in 2017 ▸ Featured seven personalities showing real stories of how yoga practice can be put into action in the viewer’s lives outside of the yoga studio ▸ Revenue rose 24% during 2017 after the campaign is launched to reach $3.3 billion
- 11. Nick Foles
- 13. WHY MEN ARE NOT A PRIMARY CUSTOMER OF LULULEMON
- 14. TEXT FEMININE BRAND PERCEPTION Nike adidas Under Armour I don't have a favorite sports brand Champion Columbia Reebok L.L. Bean Hanes ASICS Danskin The North Face FILA Puma Russel Athletic Lululemon Other 0. 5. 10. 15. 20. 25. 30. Favorite Sports Apparel Brand in US by Gender 2018 Series1
- 15. TEXT 39,117 25,601 5,706 5,229 3,421 2,894 0 10,000 20,000 30,000 40,000 Nike, Inc. Adidas AG PUMA SE Under Armour, Inc. Lululemon Athletica Inc. Columbia Sportswear Company Global Sales of Top Performance Apparel, Footwear & Accessories Companies 2019 FEMININE BRAND PERCEPTION
- 16. TARGET AUDIENCE
- 17. TEXT TARGET AUDIENCE ▸ Males ages 25-34, who live in the United States, with an interest in sports and actively engage in sports or other forms of exercise. They value a durable and versatile product, that is comfortable to wear and exercise in.
- 18. “MY FAVORITE ATHLETIC WEAR IS THE TYPE I LOOK FORWARD TO PUTTING ON AND NEVER WANNA TAKE OFF.”
- 24. TEXT ▸ The national campaign to achieve 20% sales increase in menswear for Lululemon Athletica, with men ages 18-45, in the United States, by January of 2021 ▸ To achieve 60 million impressions on video submissions, using the campaign hashtag #TrainLikeTrout, with both men and women ages 18-45, in the United States by January 2021.
- 25. CONVERSION
- 26. TEXT ▸ Sales ▸ Influencer ▸ Mention ▸ Brand Awareness
- 27. SUCCESS METRICS
- 28. TEXT ▸ Sales Leads / Increase sales - men’s apparel ▸ # of impressions on user-generated content ▸ Revenue and Sales growth - men’s apparel ▸ Social Media Buzz ▸ Net Promoter Score