Integrated Marketing

Plan: "Reflect Your

Potential" for Mirror

Submitted by – Rahul Airi for Forage (LULULEMON)

 The main objective of this integrated marketing

Objective plan is to successfully launch and promote

lululemon's MIRROR as an innovative at-home
fitness platform in select stores across the United
States

The plan aims to raise awareness, drive product

experience and sales, enhance community
engagement, and reinforce the brand's
commitment to providing personalized and
inclusive fitness solutions

The campaign will focus on showcasing

MIRROR's unique features, creating a sense of
community, and leveraging key performance
indicators to measure success
Target Audience
The target audience includes fitness enthusiasts,
individuals seeking convenient at-home workout
solutions, and those interested in immersive and
personalized fitness experiences
The plan will also target lululemon's existing
customer base, as well as individuals who
prioritize community engagement and interaction
during their fitness journeys
Primary Message
The primary message of the marketing campaign is to position
MIRROR as the ultimate at-home fitness platform that combines
immersive workouts with a sense of community and personal
connection
The campaign will highlight MIRROR's best-in-class content, featuring
lululemon ambassadors and renowned instructors, and emphasize the
interactive and competitive features that replicate the boutique studio
environment
The messaging will emphasize the ability of MIRROR to elevate the
omni guest experience, promote inclusivity, and enable individuals to
achieve their fitness goals at their own convenience
 In-Store Experience: Create immersive MIRROR
demo areas within 18 lululemon stores across the
United States

Channels
These areas will allow customers to directly
experience MIRROR, interact with the built-in
camera features, and engage in competitive workouts
with other members of the community

Social Media Engagement: Develop a comprehensive

social media campaign that showcases MIRROR's
features, community engagement, and personal
connections

Interactive Community Features: Leverage

MIRROR's interactive features, such as Spotlights
and High Fives, to foster engagement and create
a sense of camaraderie among members.
Encourage users to search and follow friends
within the MIRROR community.
Creative Tracking
Method
To creatively track the KPIs, consider developing a digital
"Mirror Wall" where users can digitally post their
achievements, milestones, and personal stories
This interactive wall could be accessible through the
MIRROR app or website, allowing users to visually
contribute and engage with the community
The Mirror Wall would serve as a dynamic visual
representation of the community's progress and successes,
fostering motivation and a sense of connection among
members
 • Weeks 1-2: Research target audience preferences,
establish in-store demo areas, and identify influencer
Project Timeline
partners.

• Weeks 3-4: Develop creative campaign strategies,

messaging, and content concepts.

• Weeks 5-6: Produce visual and written content, including

in-store promotional materials and social media assets.

• Weeks 7-9: Launch in-store experiences, social media

campaigns, and influencer collaborations.

• Weeks 10-12: Track KPIs, monitor community engagement,

optimize campaigns, and refine content based on insights.
 KPIs(Key performance
Indicators)
• Product Experience and Sales: Measure the number of MIRROR
demos conducted in-store, track sales conversion rates, and
monitor overall revenue generated from MIRROR sales.

• Community Engagement: Monitor the number of active community

members, track engagement metrics such as comments, likes, and
shares on social media, and assess the level of interaction during
live workouts and competitive features.

• Social Media Reach: Measure the increase in social media followers,

track impressions and reach of campaign-related content, and
evaluate engagement rates on different platforms.

• User-generated Content: Monitor the quantity and quality of user-

generated content related to MIRROR, including testimonials,
before-and-after transformations, and shared workout experiences.
Measurement of
Results:
• In-store Demo Conversion Rate: Track the percentage of
customers who experience the MIRROR demo and
subsequently make a purchase.
• Community Engagement Metrics: Monitor the growth of
active community members, track social media engagement
metrics (likes, comments, shares), and assess the frequency and
quality of user-generated content.
• Sales Revenue: Measure the revenue generated from
MIRROR sales, both in-store and online, throughout the
campaign period.
• Social Media Reach and Awareness: Evaluate the increase in
social media followers, track impressions and reach of
campaign-related content, and assess the campaign's impact on
brand awareness through surveys or social media sentiment
analysis.
Social media marketing campaign
Objective:
Our social media marketing campaign, "Reflect Your
Potential," aims to generate excitement and engagement
around MIRROR, positioning it as the ultimate tool for personal
growth, fitness, and community building. Through compelling
content and strategic social media tactics, we will increase
brand awareness, drive website traffic, and encourage
conversions.
Key Message:
Embrace your potential with MIRROR—a game-changing at-
home fitness platform that goes beyond workouts. Join a
vibrant community, connect with renowned instructors, and
unlock new dimensions of self-improvement. Reflect your
strength, resilience, and growth as you discover the limitless
possibilities with MIRROR.
Campaign elements:

Captivating Visuals: Create Inspirational Stories: Share Interactive Challenges:

stunning content showcasing transformative journeys of Engage users with interactive
MIRROR's versatility and MIRROR users to inspire challenges and foster a sense
inclusivity. others. of community.

Influencer Partnerships:
User-Generated Content: Live Workouts and Q&A
Collaborate with aligned
Encourage users to share their Sessions: Host live workouts
influencers to amplify
MIRROR experiences and and interactive sessions for
MIRROR's reach and
showcase their achievements. real-time engagement.
credibility.
 Key Performance Indicators
(KPIs) for Social media
campaign:
• Reach and Engagement: Measure the increase in followers, impressions,
reach, and engagement across social media platforms. Monitor likes,
comments, shares, and mentions to gauge the campaign's impact on social
media.
• Website Traffic: Track the number of clicks, website visits, and
conversions generated from social media channels. Monitor referral traffic
to the MIRROR website and landing pages.
• Social Media Mentions: Monitor the volume and sentiment of social
media mentions related to MIRROR and the campaign. Assess the overall
brand sentiment and identify areas for improvement.
• Conversion Rate: Measure the number of conversions, such as sign-ups,
free trial subscriptions, and purchases, attributed to the social media
campaign. Monitor the campaign's effectiveness in driving desired
actions.
 Measurement of
Results
• Social Media Engagement Metrics: Monitor the growth of followers, track engagement
metrics (likes, comments, shares), and evaluate the quality of interactions.
• Reach and Impressions: Assess the increase in followers, track post reach and
impressions, and evaluate the campaign's impact on overall brand reach and exposure.
• Hashtag Performance: Measure the usage and engagement associated with campaign-
specific hashtags to gauge user participation and organic reach.
• User-Generated Content: Monitor the quantity and quality of user-generated content
generated by the campaign, including hashtags and mentions.
• Website Traffic and Conversions: Track the number of website visitors referred by social
media channels, monitor the conversion rate, and assess the impact of the social media
campaign on driving traffic and conversions.

By integrating the social media marketing campaign within the overall integrated
marketing plan, you can leverage the power of social media to amplify brand
awareness, engage the target audience, and drive traffic to both the in-store
experiences and the MIRROR website