"Seek The Heat In Lulu" Campaign, ADV 420

“Seek the Heat In Lulu” Abigail Hadar

ADV 420New Media Driver’s License

Lululemon’s Manifesto

“We are passionate

about sweating every day and we want the

world to know it.”

BIG IDEA•“Seek the Heat In Lulu” Campaign• Hot Yoga• Promote Lululemon yoga apparel and accessories• Stay active during cold winter months

Target Audience• Middle/Upper Class Females• Live in the United States and Canada• 20-35 years old• “…understands the importance of an

active, healthy lifestyle.”

2 Main Influences• Lifestyle• Social Class

Campaign Strategy• Social Media Channels

• Instagram

• Facebook

• Twitter

• Implement Hot Yoga

• Hashtag: #SeekTheHeatInLulu

• Incentive: Gift Certificates

• Lululemon Blog

• Digital PR

• 3 Months: December through February

Google AdWords• Advertise their products through Google AdWords

• Paid search (pay-per-click)

• Display Ads

• Keywords: yoga apparel, quality yoga clothes, hot yoga, yoga clothing store, seek the heat,, and Lululemon

Example Ads:

Yoga Apparel for WomenGet Active with Quality yoga gearFree Standard Shipping on Us!www.lululemon.com/womensapparel

Women’s Yoga MatsFind your #1 Yoga Essential Here!Free Standard Shippingwww.lululemon.com/yogamats

Goals and Objectives• Increase followers on

• Instagram from 717K to 1 Million

• Facebook and Twitter followers by 8%

• Increase overall sales by

10%

• Increase traffic to website

and blog by 15%

Key Performance Indicators• Instagram• Keep track of followers, likes, and comments

• Post 2-3 photos daily

• Monitor the hashtag, #SeekTheHeatInLulu

• Blog, Website, Google AdWords• Search Engine Optimization (Title Tags, Meta

Descriptions)

• Google Analytics

• Facebook and Twitter• Facebook Insights and Twitter Analytics

• Sales• Keep track of sales before, during, and after

campaign

Budget• Revenue for the 2014

Fiscal year: $1,591,188

• Allocate 8% of their revenue

• Total Budget: $130,000

• Each Month: $43,300

• Gift Cards:

• 5-$300: $1,500

• 5- $200: $1,000

• Total: $2,500

• Google AdWords

• Daily Budget: $700

• Total Budget: $63,000

• Social Media Management Team: $45,500

• Digital PR: $19,000

Summary• Passionate about sweating every day

• Methods of inbound marketing

• Social Media Websites

• Blog

• Website

• Google AdWords

• Digital PR

• Success will be measured through social media channels and sales.