final project smg
TRANSCRIPT
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!