Lululemon’s MIRROR Marketing Plan

By Agnes Gbondo

Plan’s Main Objective

• To create intimacy between Lululemon consumers ambassadors/fitness instructors
• To give consumers the opportunity to feel included in a live and virtual fitness class with Lululemon ambassadors
• Highlight Lululemon’s fitness platform, MIRROR, and the fitness experience consumers experienced is available on the platform

• Primary message

Consumer-brand immersion; experiencing Lululemon

• Channels used

Influencers and brand social media

• Assets required

Pop-Up event space, Lululemon fitness instructors and other employees, MIRROR fitness platform, and influencers

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Meet Lululemon Team

• Lululemon Fitness instructors/ambassadors
• Influencers and content creators from diverse background with strong following
• Security for pop up shop
• Lululemon employees to verify the people who are invited are the ones entering the pop up
• Social media team to capture the event for media channels

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Timeline for Pop Up Lululemon MIRROR fitness event — April 2024

Project Approval

Research

Meet and Work

Review

Budget

Event Launch

Project is presented to and approved by the board

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Research and Communication between Lululemon and rental spaces for the Pop-Up

Create and present the budget

Choose Lululemon ambassadors and content creators for the event, security and other employees. Assign tasks and provide dates and location information

Review project — dates, location, and other important information; and get final approval

Share the event with consumers and hold a raffle for space in the pop up event. Two weeks after the raffle, invite consumers to the location to take part in fitness event

Social Media Aspect

Highlight the stories and experiences of the brand’s diverse employees (fitness instructors) to showcase Lululemon’s commitment to diversity and inclusion internally

POV instagram reels of lululemon ambassadors and fitness instructors getting ready for the live or virtual fitness class. They explain their experience with Lululemon

this breaks the fourth wall between fitness instructors and consumers of social media and they get to know the instructors on a deeper level. Consumers will be willing to purchase MIRROR to experience fitness instructors they already know

By the end of this section, your audience should be able to visualize:

• Participant Feedback�seek feedback from both influencers and regular consumers regarding their experiences and suggestions for improving diversity and inclusion efforts
• Engagement�analyze engagement from content creators and on brand’s social media

Measuring Results

Important Points

This Pop up event invites people experience the MIRROR in action through multiple workout classes with Lululemon fitness instructors that are featured in MIRROR along with one virtual MIRROR group class

• Fifteen influencers are invited to experience the fitness classes and post about it before the raffle starts to gather interest from consumers
• Lululemon social media generates a raffle for 50 winners to experience the fitness classes, ten people each day for five days

• The pop up class creates inclusion because it focuses on a personal experience between consumer and the brand
• Getting permission from both influencers and consumers to upload videos of the workout to Lululemon social media channels
• Asking for feedback from both influencers and consumers regarding their experiences and suggestions for improving diversity and inclusion efforts
• Get Ready With Lululemon Fitness Instructors while they discuss their experience also allows for a personal experience between consumer and brand

A couple of weeks of pop up fitness classes featuring Lululemon’s fitness platform and the brand’s well known fitness instructors is a great way to introduce MIRROR to the market. The strategy invokes brand awareness and has the ability to stimulate sales while also bringing the brand's message about the importance of diversity and inclusion to a broader audience.

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