LULULEMON COMEBACK

How the drowning brand is going to take their audience back from competitors

The competition

Introducing…LuWatch

A watch that works with its user

Measures• Areas targeted• Breathing• Sweat• Heart rate• Calories

Offers•Breathing techniques•Refined poses &

workouts•Tips to targeting certain

muscle groups•Forums

The Look■Sleek, but modern ■Waterproof for ultimate

usage despite sweat, water

Target Audience■ Swimmers■ Runners■ Yogis■ Mothers■ Working women

These women are a particular group because fitness is important to

them, as leading a healthy lifestyle is, but they have many other things to think about on a daily basis. They

are taking care of themselves, of their children, of their jobs, and as

important as being active is to them, it comes second. This watch

easily fits into their lives, being sleek, modern, and simple.

So….how do we reach this target?We have decided to use programmatic advertising to reach our audience based on “passion points”

reached through digital media at right place, at the right time, with the right message

Programmatic Target Audience

■ Demo W25-54■ Audience

segments: Outdoor enthusiasts, health conscious, moms, yoga, career women, on-the-run, digital savvy etc.

■ Contextual targeting■ Re-marketing ■ Full-funnel

audience

Keyword Targetingo Heart rateo Calories burnedo Yogao Stretchingo Breathing

techniqueso Breathingo Fitness watcho Runningo Working outo Swimmingo Waterproof watcho Women’s workouts

Sample Site Listo Cosmopolitan.como Athleta.como Youtube.como Usmagazine.como Target.como Cnn.como Foxnews.como Womensfitness.neto Fitnessmagazine.como Ellevatenetwork.como Blogher.com

answers.com

tvguide.com

seventeen.com

720x90 creative here

The App◊ Sleek and modern◊ Everything tracked◊ Charts & graphics◊ Goal section & tips◊ Forums◊ Featured fitness expert

once a week to host questionnaires/chats

◊ Weekly drawings

The KPI

third quarter

second quarter

first quarter

fourth quarter

Site engagements, honing in on target audience

Brand awareness

Primary: Social media and display engagementsSecondary: Conversions

Primary: ConversionsSecondary: Social media and display engagements

The Spokesperson■Cameron Diaz

known for being active and healthy, personable, and appealing to women

■$5 million contract

The Creative MOBILE: 15-second video of a woman running as the sun rises and stops to check her

LuWatch, seeing how her heart rate is doing

VIDEO: 30-second video of woman leaving work to grab lunch, talking to her friends

about losing their breath climbing the stairs. She tells them that her LuWatch helps her track her breathing and

gives her tips on deeper, better breathing techniques

DISPLAY/MOBILE: Photo of a woman submerged in a pool

doing strokes, her wrist at the forefront displaying the

LuWatch and it’s timer going

DISPLAY/MOBILE: Cameron Diaz videos and photos in daily life and

doing physical activity, with awareness points such as “Just

because I’m not a marathon runner doesn’t mean I wouldn’t like to

know and improve my heartrate”

The Social Media■ As these women are usually on the go

or don’t spend their entire day at a computer desk, digital & mobile are best

■ Sharing will be encouraged through Instagram and Facebook challenges (i.e. Share this for a chance to win a free watch)

■ Twitter will be used for customer service and brand-building, through humor/gifs/interaction

■ Snapchat featuring videos and encouraging messages of and for busy women, including Cameron Diaz

Q1 Q2 Q3 Q4

Finalize website design

App design completed

Launch social media platforms

Launch website & programmatic

campaigns

Press release announcing product

Press release announcing launch

party

October build-up: build excitement through digital

display advertising. Encourage social media

shares and clicks

Launch app

Launch party & release product

Launch party details confirmed

The Brand Building■ Focus on community■ Encourage building the brand of community-like

interaction through social media■ Interact with users via all social media platforms

– Partial customer service through Twitter– Multiple Twitter accounts for LuWatch problems, app

problems, shipping problems, website problems, etc. so people can easily and accurately be helped

The Budget

Total Print Digital Mobile TV Spokesperson

$17 million $1.5 million $4 million $3.5 million $3 million $5 million

Music streaming - $500,000

Social media - $2 million

o Twitter: $600,000o Facebook: $800,000o Snapchat: $300,000o Instagram: $300,000

Programmatic - $1.5 million

The Social

The app they use to share or see interesting parts of their own and their friends lives.

How they regularly directly connect with others on a day-to-day basis.

How these women get their news on current events, celebrity, and social.

Maybe used to share some parts of their lives, but mostly used to see what others’ content and connect with favorite

brands.

The Launch■Launch party in Los Angeles on November 15■Focus on entertainment■Sleek & fashionable■Speech given by Lululemon CEO ■Goody bags■Guest list:

– Business owners (yoga studios, pilates, gyms)– Press– Celebrity representative

Thank you!