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LULULEMON MEN’S

Ad-Lib Advertising

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research

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swot

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STRENGTHS

+ Versatility

+ Customer loyalty

+ Strong in-store experience

+ Quality

OPPORTUNITIES

+ Target audience wears athletic clothing for multiple occasions

+ Men’s market has high potential

for growth and revenue

WEAKNESSES

Reputation as primarily a women’s brand
High price
Limited brand awareness from men

THREATS

Competitive market
Men perceive Lululemon as primarily a women’s brand

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audience

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18-24 year-old males who are striving to become the best version of themselves.

college cities

Cambridge, MA

Chicago, IL

Dallas, TX

Durham, NC

Halifax, Nova Scotia

Los Angeles, CA

New Haven, CT

New York City, NY

Portland, OR

Santa Clara, CA

Toronto, Ontario

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consumer profile

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matt jones

23 years old

Senior at Yale

New Haven, CT

WHAT HE DOES: Goes to the gym 4 times a week

Plays basketball with friends

Goes out on the weekend

Self care

WHAT HE WANTS: To be a trendsetter

To be comfortable & confident

To live a fun and enriched life

CORE VALUES: Balance

Connection

Personal Growth

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objective

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Establish a stronger male consumer base by appealing to the vision that they have for their lives. We will show that Lululemon is a lifestyle, not just apparel.

CURRENT BRAND

STATUS

Lululemon’s success in the women’s market has not yet been reflected in the men’s market due to high prices and being perceived as just a women’s brand.

SINGLE MOST COMPELLING IDEA

“Live life with the best quality, comfort, and style.

Live with Lulu.”

STRATEGY

STATEMENT

Show young males how Lululemon can enrich their lives by connecting with their values and lifestyles.

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campaign message

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#LiveWithLulu

The Live with Lulu campaign will showcase how Lululemon can accompany our audience in everything they do. From work, to the gym, to relaxing at home, Lululemon clothing and gear will be their go-to for a comfortable, fulfilling, and productive day.

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executions

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digital

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635 million

impressions

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social media

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100 million

impressions

Our survey shows that our target audience consumes the most information about clothing brands on social media.

With word-of-mouth as their second greatest influence, the ability to share our content on social media will allow for more rapid growth.

We will primarily use Instagram, Twitter, Snapchat, and Facebook as our main social media channels. We are going to use these platforms to create the most traffic for Lululemon. We are planning on having the last word of “Live With Lulu” change to reflect the image shown with it. We are looking to have a word that is matched with the shown image on our social media advertisements. Doing this can relate the values of our customers to our brand. By creating content showing advertisements and written posts, we can successfully reach our fans and customers who follow Lululemon Men on on social media. We see these social media outlets as important tools in expanding our brand and social media presence.

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billboard

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11 million

impressions

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spotify

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playlists

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audio ad

“Need some music to keep your day going? Listen to the sounds that get you moving with our lululemon playlist series, each with a different variety of genres and artists catering to the music that you’re living for right now… .

Live with music, Live with lulu.”

335,000

impressions

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experiential

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Pop-up shop with men’s apparel displayed up front

Free yoga classes with at least 50% male educators

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interactive

Festival participants will be

prompted to complete the #LiveWith___ prompt.

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engagement

Festival participants will also be given a free water or kombucha in exchange for following @lululemonmen on Instagram or our Spotify playlists.

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media plan

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schedule

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MAY JUNE JULY AUGUST

digital

social

billboards

spotify

experiential

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budget

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digital (4 months)…….... $600,000

social (4 months)………. $250,000

billboards (2 months).......$120,000

spotify (8 weeks)………....$30,000

experiential (4 days)……. $25,000

TOTAL: $1,025,000

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evaluation & metrics

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656,385,000

total impressions

635,000,000

10,000,000

11,000,000

335,000

50,000

digital:

social:

billboards:

spotify:

experiential:

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AD-LIB ADVERTISING AGENCY

We fill in the blanks.

Jacob Brown

Jake Marcus

Sidney White

Nick Gentry

Rachel Bonner

Yuhui Li

ACCOUNT MANAGER

ART DIRECTOR

PRODUCER

DESIGNER

COPYWRITER

MEDIA PLANNER

THANK YOU

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https://academic.oup.com/aje/article/151/1/78/89036

https://www.alliedmarketresearch.com/press-release/sports-apparel-market.html

Bae, Sungwon, and John Miller. “Consumer Decision-Making Styles for Sport Apparel: Gender Comparisons between College Consumers.” Sport as a Business, 2009, pp. 40–45., doi:10.1057/9780230306639_3. Book.

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https://qz.com/1518448/lululemons-next-target-is-mindfulness-for-men/

www.researchgate.net/publication/241711183_Assessing_functional_and_aesthetics_clothing_needs_of_young_male_tennis_players.

https://www.students.org/2014/10/22/top-magazines-college-guys-gals/