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#LululeMAN

Social Media Video Series Campaign

This campaign will incorporate new Lululemon designs and technologies for their men's line:

  • Can specifically advertise the newly-released men's "ABC" Pants (Anti-Ball-Crushing Pants).
  • Released in 2018 after previous male-targeted campaign. With new technologies and designs for Lululemon's men's line, these advanced products may be advertised through the campaign:
  • leads to new potential consumers and facilitates diverse athletic pursuits for Lululemon users

Campaign Length:

  • Each month a new video will be released
  • Over the course of 3 months
  • Months October, November and December to target both holiday shopping and New Year's resolutions.

Social Media Promotion:

Each short video will end with a prominently featured hashtag asking male viewers how they live their own Lululemon lifestyle as a #LululeMAN.

  • This hashtag acts as a call to action for male viewers, asking them how they live this active lifestyle via sharing the hashtag on their own channel.
  • Incentivize consumers to use the hashtag by advertising active wear giveaways to a handful that use the hashtag.
  • This can be further promoted through all Lululemon social media platforms...

ex: "What makes you a #LululeMAN? Share on social and you could win gear from Lululemon's new men's line!"

The deep metaphor of connection can be used with this campaign. By using this hashtag, LululeMEN can connect and create a community of men living active lifestyles.

Lululemon Marketing Plan

"LululeMAN"

"#LululeMAN"

Social Media Video Series Campaign

Peer Lululemon Marketing Brief Key Points:

Who are the men that are living the Lululemon lifestyle?

  • a culture of leadership, goal-setting and personal responsibility

Campaign:

A 3 part, 5-minute long mini-documentary style video released over the course of 3 months.

  • Through creative social video series, Lululemon will partner with well-known and health-focused influencers with a large following...
  • Potential Social Influencers- 3 examples w/200k+ followers
  • Jack Tenney- professional skimboarder w/ 3,000,000+ followers across all socials
  • Legendary Shots- Group of 9 guys that make trick-shot videos:
  • Legendary shots boasts 832.7k+ followers across all socials and 100k to 1 million views on all videos.
  • Joe Wicks- @thebodycoach on Instagram, personal trainer and fitness expert
  • 1.7 million followers on Instagram alone
  • Posts fitness tips and tricks for followers.
  • With the hashtag #LeanIn15 he shows his followers how they can achieve fitness and health through 15 mins of physical activity every day.
  • Since this is an influencer that uses hashtags already, #LululeMAN is a hashtag he can add to his posts.
  • Inspiring/Real Men Influencers- (army vets, differently-abled athletes, etc.)
  • ...to give Lululemon's social audience an insider look at what inspires them to live active lifestyles.
  • The series will include how each subject trains (rock climbing, on a track, on a sports court, etc.) and interviews with each one to show viewers how they push beyond personal boundaries and find inspiration to stay active.

I will be constructing a marketing plan/campaign based on my peer's marketing brief for Lululemon, here are some key points that will be further discussed throughout my plan:

  • Competition: This student believes top competitors for Lululemon include: Athletica (owned by Gap), Fabletics, and Nike.
  • Advertising Objective: "To create a campaign targeted towards men." My client would like to expand their income by reaching new consumers and in return, selling more products.
  • Suggested Platforms: Social media or television ads
  • Success: Success will be measured based on sales in the 2 months following the campaign.
  • Campaign Launch: Beginning of the new year to target those with New Year's resolutions.
  • Mandatories: This campaign will...
  • feature men using Lululemon merchandise in a positive way while being consistent with the company's past campaigns.
  • place emphasis on the product and consumer while still maintaining company's tone.

Lululemon Company Info & Manifesto

Past Marketing Efforts/Campaigns

  • Lululemon founded in Vancouver, CA by Chip Wilson in 1998
  • Company is a yoga-inspired , technical athletic apparel company for men and women
  • First product designs made for women in yoga
  • Now product designs are for not only for yoga but also running, cycling, training, and most other sweaty pursuits.
  • Company designers themselves are athletes and sweat-minded individuals
  • Company Manifesto:
  • Desire to encourage a culture of leadership, goal setting and personal responsibility.
  • Core values including: quality, product, integrity, balance, entrepreneurship, greatness and fun

Lululemon customarily focuses on advertising through digital marketing.

  • Website relaunch at start of 2017 holiday season which led to 42% lift in e-commerce revenue when compared to 2016.

Lululemon launched their first-ever global marketing campaign, "This is Yoga", May of 2017.

  • 2-minute video demonstrating the wide range of athletic uses for Lululemon products

The video excludes traditional yoga, emphasizing how the meditation, breadth, and self-discipline of/learned from yoga translates into other pursuits.

  • Interpreted as aspirational but accessible and inclusive- showing yoga can be a part of everyday life.
  • Included both men and women wearing Lululemon merchandise while taking part in everyday and athletic activites such as: surfing, playing volleyball, making music, performing, drawing, dancing, boxing, etc.

Success Measured

Budget Breakdown

How will success be measured?

  • Based on my peer's marketing brief, success should be measured based on an increase in men's sales in the 2 months following the campaign's release.
  • Although Lululemon doesn't report sales breakdowns, JP Morgan analysts report September 2017 saw a 23% jump in sales for men's pants and shorts.

Referring back to my peer's marketing brief, this student suggested success would be measured according to men's sales in the 2 months subsequent to the campaign. Since the athletic-wear company saw a 23% increase in men's sales from August to September (only 1 month following the campaign), I would like to extend the suggested 2 month success time frame to 3 months in order to compare the months following previous campaigns to this one.

Since this campaign is longer than previous male campaigns and incorporates new technologies as well as more current influencers, it should lead to greater success.

"This is Yoga" Campaign

May 2017

  • Video production:
  • Payment to production agency for services and any out-of-pocket costs
  • this could be anything that the production company has to pay for to make the shoot happen such as craft services, wardrobe, props, etc.
  • Estimated high quality production cost for 3-part video series: $250k
  • Talent Costs: for influencers.
  • Average $10k per influencer/talent. Fee may include the costs to have them appear in the video and possible an agreement for them to re-purpose and promote the content on their own channels, ultimately reaching a larger social audience.
  • Estimated talent cost for 3-part video series: $30k
  • Social Agency + Paid Media Costs: Need to pay a social agency to develop a strategy, content calendar, provide support for paid promotions
  • (i.e. paid targeted posting to ensure Lululemon is reaching a male demographic with interests in exercising, sports, or activewear fashions, perhaps in a certain target market such as Los Angeles), and execute the roll-out of the campaign on social.
  • Estimated agency fees: For 3-part video series campaign that rolls out over a 3-month period, fees could come to $35k/month at a rate of $175/hour. $105k makes up agency fees alone for 3 months. Additional budget for paid boosting on social media (about $15k/month)
  • Total $150k for social + paid support.
  • Giveaways: Any costs associated with sourcing and shipping out product.
  • 50 giveaways w/ avg. cost of $150 per shipment
  • Total giveaway cost: $7,500
  • Total Estimated Campaign Cost: Approx. $437, 500
  • Working with $700k budget, Lululemon will come well under budget.

Past Male-Focused Campaigns

August of 2017, Lululemon added an extension to their "This is Yoga" campaign by marketing specifically to male consumers through five 30-second clips including various athletes, musicians, and other influencers representing masculinity in different ways.

  • Celebrities, influencers, and athletes in the ads include: Orlando Cruz (first openly-gay olympic boxer), Mark Healy (surfer), John Joseph (musician), Zebra Katz (rapper), and Ibn Ali Miller (peacemaker).
  • One of the many notable men featured in the campaign was Ibn Ali Miller, a peacemaker from Atlantic City that has been praised for promoting non-violence after breaking up a street fight between two teenagers.
  • In his 30 second clip he quotes his mom, "A real man is a man who works on being a better man constantly."
  • In the ad he recounts his experience growing up in the projects where "bad is the norm". Ibn points out that he was raised to practice humility and humanity. He believes these qualities lead to a "good world" full of "good men".
  • This is one example of how the men in this campaign represent masculinity.

Added the slogan "Strength to Be" in combination with "This is Yoga" to cater to and further target their male audience.

  • Director of the men's brand, Karl Aaker, commented on the campaign explaining it as "a message directed uniquely at a male audience".
  • Although Lululemon doesn't report sales breakdowns, JP Morgan analysts report September 2017 saw a 23% jump in sales for men's pants and shorts.

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