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by Michael Braun1 view·Updated Jun 30, 2024
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  1. Good evening, everyone. How are we all doing?
  2. Um My name is Mike Braun and today I'm gonna
  3. be presenting my strategic social media campaign for Lululemon.
  4. Um I chose the title local legend.
  5. Um And it aims to enhance community engagement as well as drive brand loyalty by
  6. celebrating local fitness enthusiasts as well as their stories.
  7. Proceeding on the my second slide. Um
  8. All about Lululemon Athletica.
  9. Luu Lemon was originally founded in 1998 in Vancouver Canada.
  10. Our mission is to elevate the world by
  11. unleashing full potential within every one of us,
  12. a vision to create components for people to live long, healthy and fun lives.
  13. Key products include athletic apparel such as yoga pants, running shorts tops,
  14. as well as jackets
  15. and on top of that, they also do sell yoga mats and water bottles and accessories
  16. um focusing on durability, com
  17. comfort as as well as a very stylish design.
  18. The primary uh target
  19. audience ranges from anywhere from
  20. 18 to 50.
  21. Um but people outside of that definitely um are in there as well,
  22. but pri primarily the target audience is gonna be in that realm,
  23. including both main
  24. uh
  25. including both genders, um male as well as female um urban dwellers.
  26. Um They're health and fitness enthusiasts who
  27. who value high quality athletic wear.
  28. Um seek to
  29. um gain community involvement.
  30. Uh Three main segments mainly being young professionals,
  31. college students as well as active families.
  32. Um Moving on the brand voice,
  33. Lou Lemon's Voice is,
  34. is very inspirational motivating customers to pursue
  35. their fitness goals and community focused,
  36. highlighting local events as well as stories.
  37. Um content types include new products launches.
  38. Uh They do a lot of fitness tips, uh customer sto customer stories,
  39. um community engagement events uh locally
  40. as well as um globally
  41. uh some growth opportunities. We see
  42. um we see sign
  43. a ton of significant growth opportunities
  44. through enhancing local community engagement.
  45. Uh This includes featuring local fitness events,
  46. partner with local gyms and studios,
  47. as well as showcasing local ambassadors.
  48. Uh content opportunities include user
  49. generated content campaigns and interactive
  50. content like polls like challenges as well as you know,
  51. Q and A sessions on to, you know, really gain that insight.
  52. Um strategic partnerships with local fitness influencers and,
  53. and businesses are, are always also a main key here.
  54. I wrote up some smart goals.
  55. Um and II I list them out here on the presentation. We, we made a pretty thorough
  56. um
  57. section here for this.
  58. Um Our smart, smart goals are, are,
  59. are really aiming to increase engagement on Instagram and Facebook by uh within
  60. 25% within the next three months.
  61. Uh This will be achieved by utilizing a mix of community focused content,
  62. strategic partnerships and aligning with
  63. Lu.
  64. Um
  65. It's mission to fostering community
  66. um
  67. involvement as well as promoting that, you know, that, that,
  68. that healthy lifestyle.
  69. Here we go. Let me introduce you to our buyer persona here. Um It's gonna be Jack Jack.
  70. Um demographics are gonna be age 25 male.
  71. He's a financial analyst, a hard working guy.
  72. Um
  73. Some of his interests include
  74. but not limited to uh yoga running, attending local fitness events.
  75. Uh goals are to stay fit and healthy,
  76. connect with like minded individuals on the same type of goal slash career path
  77. and uh use it as a networking opportunity.
  78. Um
  79. You know, he, he, he wants to use high quality as well as athletic gear, which is,
  80. is perfect for, for our target here.
  81. Um Some of the,
  82. the challenges he faces
  83. are going to be finding that time uh in
  84. his crazy schedule as well as staying motivated and inspired
  85. our campaign strategies. Um
  86. Our campaign strategies uh include targeted ads,
  87. um Facebook as well as Instagram with a detailed budget allocation
  88. for various types of ads, like perusal ads, video ads as well as
  89. story ads. Um Organic strategies include
  90. uh weekly features of local fitness legends.
  91. So like everyone in your local community,
  92. um success stories, um fitness tips,
  93. event announcements as well as interactive content.
  94. Unpaid strategies are gonna focus mainly on partnerships with local gyms
  95. studios,
  96. as well as fitness influencers uh en en encouraging that user generated content.
  97. There
  98. made a detailed content calendar here um Providing those four weeks.
  99. Um
  100. in week one,
  101. we launched the local Legends campaign and introduced
  102. the first Legend while sharing these fitness tips.
  103. Week two,
  104. we feature the second Legend announcing a local fitness
  105. event and hosts an interactive Q and A session.
  106. Three week three is gonna highlight the user generated content. The UGC sharing a
  107. workout routine and introduces the third legend.
  108. Finally, in week four, we promote an upcoming fitness challenge,
  109. uh feature the fourth Legend
  110. as well as recapped the month highlights.
  111. And um all the success we gained over those uh those time periods
  112. involving the A and B testing um
  113. to optimize our campaign.
  114. Uh We're conduct uh conducting an A B test on story types,
  115. comparing personal journeys to fitness tips
  116. and also posting times to even
  117. identify the optimal engagement periods.
  118. Uh metrics to measure include engagement rate reach as well as click through rate,
  119. um A calculated return on investment here uh or RO I um So positive Roy here, our,
  120. our campaign aims to deliver a very positive ro I by
  121. inc increase increasing engagement,
  122. strengthening community ties
  123. as well as improving visibility of the brand of the brand locally.
  124. Uh making it feel like a more loc local
  125. business even though it's a very large corporate company.
  126. Um This should definitely lead to a higher brand loyal loyalty,
  127. especially as well as customer retention
  128. and ultimately increase sales and revenue.
  129. Um The cost benefit analysis of the campaign, sports,
  130. uh all these financial projections
  131. um
  132. and pretty much wrapping things up here.
  133. Um Local legend campaign leverages Lululemon's
  134. company focused brand boys to engage local
  135. engagement as well as drive that local growth because I feel like you see
  136. Lululemon everywhere.
  137. Um but
  138. it really has very low key fans. Um and we'd like to really make it like a, a more, a
  139. more local friendly business
  140. um that has very indi
  141. individualized features and benefits for each city you live in. Um And
  142. that's really gonna come through
  143. these type of um
  144. implementations were we're offering here.
  145. Um II I really appreciate you guys' attention today.
  146. Um I'm happy to answer any questions.
  147. Uh Just let me know, shoot me an email um and I will get back to you as soon as possible.
  148. Thank you so much. You guys have a great rest of your weekend.