The Lulu4him Campaign
The Ask: How can Lululemon better target 18 to 24-year-old male consumers to make Lululemon their preferred brand?
Who: Male college students from ages 18-24
Why: Lululemon struggles as being perceived as a “female yoga pant” brand. Male consumers are unaware that Lululemon offers male apparel.
How: To speak to this audience through social media and universities’ on-campus activities / events. This campaign will encourage males of this age demographic to get in the dressing room trying on Lululemon’s apparel.
The Big Idea: Lululemon’s men’s apparel is the most comfortable and versatile clothing to wear.
It’s for everywhere and anything.
Luluoncampus
Luluoncampus will be traveling pop-up shop, selling Lululemon’s male apparel to college students of the PAC-12 schools.
Traveling Truck
A Lululemon decorated van will carry all the products from school to school.
Print Ads
Campus Bus Ads
Snapchat Ads
Instagram Ads
Why This Campaign Works?
We are bringing the product directly to the consumer, which will promote exposure and encourage awareness to the male audience. Our hands-on approach of bringing Lululemon advertising and products to college campuses will create a buzz among the male audience like Lululemon has ever seen before.
The Creative Brief
Prepared by Pacific101
The Campaign Book
Prepared by Pacific101
The Team:
Account Manager Ben Lensch
Account Planner Sabrina Pazirandeh
Social Media | Strategy Grant Director
Art Director | Designer Me
Producer | Copywriter Zach Wilkinson