17 SEP 2024
Marketing Plan
Lululemon ‘Mirror’ Project
Annabelle huang
“MIRROR, Your Fun Fitness Community at Home”
Campaign Name —The MIRROR Integrated Campaign
The product launch in stores across the U.S. and Canada is planned for a
future date. The campaign should start one month before the main event.
Campaign Timeline The creative process should begin four months prior to the official market
launch.
The total budget for the project is $1,000,000, which includes production
Budget
and advertising costs.
This campaign aims to promote lululemon's smart fitness product The
MIRROR, with the goal of highlighting its utility and the diversity of users
and instructors.
Project Overview Objectives:
1. The campaign should emphasize Lululemon’s commercial offerings.
2. The campaign should reinforce Lululemon’s commitment to core
values of Inclusion, Diversity, Equality and Action (IDEA) within the
community.
The campaign will be executed through both online and offline channels.
1. Online channels include the following:
lululemon's website (a dedicated landing page);
lululemon's newsletter (dedicated email marketing campaigns);
Social media platforms (Facebook, Instagram, Twitter, YouTube,
TikTok, Strava), including posts and paid advertising;
Spotify advertising;
Marketing Channels PR (press release);
Video marketing.
2. Offline channels include the following:
TV advertising;
Cinema advertising;
Outdoor display;
Print (advertising; sponsored articles);
The company’s branded print magazine (exclusive edition to be
distributed in the stores).
In order to achieve the campaign's two primary objectives, the creative
team will produce a series of innovative videos, inspiring photographs, and
compelling interviews.
The product and its features will be highlighted in the main publications,
as will the diverse end users and fitness instructors who will be featured.
Additional content marketing materials, such as interviews and stories,
should be developed to highlight the daily efforts of lululemon
ambassadors and fitness instructors to promote inclusion and diversity in
their fields.
A custom hashtag will be created to increase engagement and visibility.
Deliverables:
Portraits and lifestyle photos of brand ambassadors, fitness
Project Scope & instructors, and product users;
Deliverables Landing page;
Newsletters;
Display ads;
Social media posts;
Social media ads;
Video commercials;
Press releases;
Spotify audio commercials;
Billboards;
Magazine ads;
Printed magazine.
Potential Challenges: Budget constraints for video production
To ensure the campaign's success, it is required to form a team of experts:
Marketing Director;
Marketing Specialist;
Marketing Project Manager;
Marketing Assistant;
Social Media Specialist;
Resources PPC Specialist;
Email Marketing Specialist;
PR Specialist;
Copywriter;
Graphic Designer;
Web Developer;
Photographer;
Videographer
Main Demographic:
The goal of the campaign is to promote MIRROR and increase
brand awareness among millennials (people born between
1981-1996).
Other specifications:
Fitness enthusiasts, such as personal trainers, trainees, fitness
Target Audience
influencers, and fitness business (e.g. gym, sports center).
Brands for potential business collaboration (e.g., homeware
brands)
Technicians for future product development
Brand Values and Implementation:
This campaign will embody the vibrant and dynamic essence of
the lululemon brand, representing individuals of diverse
ethnicities, gender, body types, and abilities. The tone will
reflect respect and inclusion, aligning with the core values of
IDEA.
Tone of Voice Audience Reception:
The message is that fitness is for everyone, and even working
out at home, individuals are supported by the Lululemon
community in their pursuit of health and wellness. The campaign
also aims to encourage and empower people who have difficulty
accessing public fitness facilities to engage in fitness activities
and enjoy the process.
Campaign Concept
Statement Key Selling Points and Benefits:
For many, public gym can feel intimating, especially for those
who are inexperienced, or face limitations related to cost,
accessibility, religion or gender. The Mirror offers professional
fitness classes and a supportive community, all from the comfort
of home, creating a safe and uninterrupted environment.
With its pioneering high-tech integration into home fitness, The
MIRROR’s feature is unparallel for products of the kind. It
features cutting-edge hardware (including a built-in screen,
speakers, and a webcam), responsive software, and best-in-class
content.
Validation and Proof:
The campaign will showcase Interviews and testimonials from users,
including those who face challenges with outdoor exercise and
public gyms, as well as fitness professionals. These stories will
validate the benefits and reinforce the campaign’s message.
The campaign will avoid sending message that imply home fitness is the
only option for people with disabilities or other limitations. Instead, the
Campaign Exclusions focus will be on empowering individuals to engage in fitness through
alternative options without excluding them from the public spaces or
implying a lack of access to public fitness facilities.
o Focus on the increase in website traffic, social media
engagement, and positive consumer sentiment.
o Any higher in-store foot traffic and, as a result, increased
sales, indicates increased brand awareness.
o Track and analyze the main KPIs on a daily, weekly, and
monthly basis, creating reports ro campaign managers and
optimizing results as required.
KPIs that should be tracked and reported to campaign managers
include:
1) Product landing page
Traffic by source
Unique visitors
Bounce rate
2) Newsletter
Evaluation Delivery rate
Open rate
Click-through rate
3) Social media
Likes
Shares
Comments
Followers
4) PR
Media mentions
Social media mentions
Sentiment
5) Offline channels
Clicks (e.g., using QR code)
In-store foot traffic
