420 final presentation

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