Taylor Kueppers

COMM 352: Writing for Advertising & Public Relations

Marisa Sauceda
April 27th, 2023
Advertising Campaign
Cover Sheet:

With comfortability and durability in mind, Lululemon has created its newest product line,

Lululemon Scrubs. Including the Lululemon Fly Away Scrub Long Sleeve and Tee, as well as the Fly

Away Scrub Jogger, and jacket. Since Lulu Lemon has been a beloved athletic brand, we thought that it

was time we thought we would jump into the fast-pasted and high-demand medical professional brand.

We will offer these items at the normal discount that is already given to medical professionals at Lulu

Lemon with a valid badge ID. Lululemon plan to price these scrubs similarly to our current products.

The target audience for this new line is medical professionals at all levels and all ages. As a

brand, we recognize how hard these professionals work every day and they deserve to have access to

comfortable work wear. As a brand, we hope to grasp the attention of the younger age customers that

already shop at Lulu Lemon and pull the medical professionals from that group as well as grab the

attention of customers who do not normally shop with the brand.

The goal of our advertising campaign is to promote our new line of scrubs, Lululemon has never

carried scrubs before, so we are wanting to gain attention for the new launch. Our brand will first release

advertisements two to three weeks before our launch date, this is in hopes that we can gain enough pull

for each store to host their own launch party. Our goal will be measured by the number of products sold

on the first day of the sale compared to the first day of the sale for other popular items and then again

once it has been on the market for a month. If the sales are equal or more to the other popular items, we

can gather that our campaign was successful.

 Lululemon actively uses Instagram, Tik Tok, and Facebook to advertise. For this new launch of

scrubs, we will continue to use Instagram, Tik Tok, and Facebook since we see the biggest interactions on

those sites. Our Instagram account has 4.5 million followers, on this account we post various types of

content, some of those types being user-generated content as well as content shot and made by

Lululemon. We will promote it on Tik Tok because the app itself is fast growing and most social media

users spend more time on Tik Tok. Currently, Lulu Lemon has 656.5 thousand followers and uses user-

generated content to promote its products. Facebook will be a good medium to advertise on because it

will appeal to the older generation that does not use the other two mediums as much. We plan to budget

launch 14 Instagram ads, post 6 Lululemon made Tik Toks as well as sending pre-made PR kits to

influencers partnered with us, and post 14 Facebook posts. Our budget for Instagram $75.20, $18 for Tik

Toks, $275 for our PR packages, and $203 for Facebook. Our total costs will be roughly $571.20 but we

will budget for $1000 in case of any unforeseen costs.

The launch day will be June 1st, 2023, this line will launch online as well as in-store. The instore

event will be treated more as a launch party than a normal new product launch, it will be a lively and

upbeat environment with the main focus being on the scrubs as well as consumers being able to shop for

other products.

Radio Advertisement: Written copy of a 30-60 second radio ad (one to two full paragraphs)

The same brand that has brought you comfortable and reliable activewear, is now bringing you

scrubs! Medical professionals can now enjoy the same level of comfort they do during their personal time

while they are working. Now introducing Lululemon made Scrub wear! Launching June 1 st, Lululemon

will now have scrub pants, long sleeves, t-shirts, and jackets. We acknowledge how hard the medical

professionals work and now they can have the comfortable work wear they deserve. More information at

lululemon.com/scrubs.

TV Commercial Concept:
 The commercial would start with flashes of scenes from hospital hallways and medical

professionals running in and out of rooms, it would then cut to a scene inside a locker room of different

women itching at their uncomfortable scrub wear followed by the same scene just in the men's locker

room all set in black and white with dull music. The screen would quickly go black and then reaper with

upbeat music in full color. The scenes would show the same medical professionals in happier moods,

smiling, and being in the locker room taking a moment to look in the mirror at the new scrubs. After we

see the second version of the scene, we would focus on one woman as she opens her locker to grab our

Lululemon scrub jacket. As she shuts the locker, the screen will go black with the text “06.01.2023” and

then the Lululemon logo and the commercial will end.

Social Media Posts:

Social media posts for minimum 3 social media sites (remember to figure out which sites your
target audience is using, not just the site you enjoy using)
Instagram:
TikTok has to attach separately in Blackboard.
Facebook:
Blog Post:
The benefits of Lululemon launching a scrub line are that they will be able to provide specific

items to their current customers that work in the medical field as well as attract new customers. If we

compare these scrubs to other popular lines like Figs, they are online only and if Lululemon is able to

offer similar quality in-store it can attract customers that prefer to try on items in-store before purchasing.

Being able to offer scrubs at a store that has already gained a large following because of the quality they

offer, there wouldn’t need to be a worry about if the product line will succeed or not. When we compare

the scrubs that Lululemon will produce to Figs, they are similar in price point and quality but are offered

in a more convenient way. Giving the consumer the ability to go in-store and try on these items will help

them ensure that they like the quality and the fit of them. By attending the Lululemon scrub launch,

consumers are able to get first access to the product, medical professionals will be able to use their

discount on them, and will not have to pay the extra fees that come with shopping online. During the first
day of the launch, scrubs online will have free shipping for anyone that can provide a valid ID card or

number as they do with the discount. This is a benefit because other online scrub companies have you pay

for the shipping on their products. Since our target audience is our current consumers that work in the

medical field as well as others that do not normally shop at Lululemon. Our brand recognizes how hard

medical professionals work, so we have designed the scrubs with the day-to-day life of these individuals

in mind. This line of scrubs will be made with the same material that is already loved and trusted by the

current consumer but made into a product that is designed for these hard-working individuals.