420 final presentation
TRANSCRIPT
Digital Marketing Strategy
Lauren Peterson
“What is a Lululemon?”
This statement is a problem that needs to be 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
Our Target• Younger
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