Defy Limits, Define Style: Lululemon Men’s Apparel

Lululemon Athletica
Campaign Plan
Diane Scheinberg
 Table of
Contents

Chapter 1 Introduction

Chapter 2 Target Audience

Chapter 3 SMART Objectives

Chapter 4 Creative Breif

Chapter 5 Media Plan

Chapter 6 Budget

Chapter 7 Creative

Chapter 8 Reflection
Introduction
 Target Audience
Traditional Target Audience: Women
ages 18-30 who enjoy living an active
lifestyle.
Demographics:
- Ages 18-30
- Women
- Above average income
Psychographics:
- Active lifestyle
- Purchase high quality clothing.
- Want to wear “popular” or name brand clothing.

Campaign Target Audience: Working

men ages 22-27 who enjoy comfort and
style.
Demographics:
- Ages 23-27
- Men
- Office jobs / Corporate Jobs
Psychographics:
- Value an active lifestyle and work life balance.
- Value the way they look / what they wear.
- Are comfortable spending more money on quality clothing.
 Target Audience
Influencer

Travis Kelce
Travis Kelce is known first and foremost for his role on the
Kansas City Chiefs as a talented tight end. However, on his
Instagram, he has many posts as a model for well-known
publishers and many highlight his fashion.

Why?
Some men find it dauting to show their personal style in the
office. Many men also look up to Travis Kelce for his football
abilities and relate to him as a man. Travis Kelce can be an
inspiring figure for men wanting to broaden their fashion
horizon or try new brands. Travis Kelce is also an athlete which
pairs perfectly with Lululemon’s brand.
SMART Objectives
Increase male

Instagram traffic

by 10% in 3

months.

Increase male in

store traffic by

25% in 3 months.

Increase male

clothing line

revenue by 10% in

3 months.
Creative Brief
 Media Plan

Budget Notes

Television: Cost estimated from average cost of ads run on each

channel after or during their most popular show.
https://www.frankwbaker.com/mlc/math-media-30-second-ad-costs/
Outdoor: Cost estimated based on average cost of a billboard
in each city. New work being the cheapest billboards.
are rented on a 4 week basis so the price is broken down.
Internet: Cost based on $40 a day spent on YouTube advertising.
Social Media: Cost based on $50 a day for TikTok and $75 a day for
LinkedIn advertising.
Alternative: Cost based on $10,000 a month per campus for
signs/billboards on campus. Also included one promotional event on
each campus including the charge of food, staff, social media rep,
DJ, and all other costs for the 3 hour event.
 Budget Allocation
Total Budget: $3,000,000

TV | $1,200,000 | 6 | $200,000

Billboards | $216,000 | 3 | $12,000

Internet | $3,600 | 12 | $280

Social Media | $10,500 | 17 |

$350-$525
 Creative
Billboard

Shown in LA, Chicago, and New York. The ad would feature a

picture of Travis Kelce in Lululemon business casual.
Creative
Storyboard
 Creative
LinkedIn Advertisement

The advertisement would feature a Lululemon bag and

suit .
 Reflection
Working on this project throughout the semester has given me
practical and real life practice with planning all aspects of an
advertising campaign. My favorite aspect of this project was
researching my target audience and creating advertisements for
Instagram, TikTok, and LinkedIn. The most challenging aspect of
this project was planning out my media calendar. Researching
the expenses of advertising both online and in person was very
interesting and I did not know how expensive advertising can be.
Television advertising was the most expensive which was
surprising to me because I personally feel like most people are
influenced from social media platforms such as TikTok rather
than TV advertising. Trying to stay within my campaign budget
and still plan impactful advertisements over three months was
challenging but overall rewarding.
Looking back on the process of creating this campaign, I would
have allocated more of my budget to in person advertising and
events on college campuses. My target audience would be
directly target with events and banners on college campuses. I
also would have liked the opportunity to create the Television
and TikTok ads I had in mind for the campaign and focus more on
my influencer, Travis Kelce.
Overall, I now feel more prepared for my future career and feel
confident and proud of my final campaign proposal.