Adv420 final presentation

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ADV420 Lululemon Digital Strategy

Digital Strategy:
Lululemon
Created by: Bryanna Ellul

Big Idea
• Target audience: “Sweat-minded” people.
• Big idea:
• Build more value
• Engagement through new tools,
• Less ads
• One message/theme amongst all digital platforms, consistency.
• Areas to cover
• Social Media platforms
• Website
• Budget
• Goals/measuring success

Social Media
• Social media goal:
• Keep platforms cohesive
• Building more value while asking less
• More engagement
• Hashtags
• Polls
• Live video tool
• Twitter
• Using more attention grabbing tweets
• Facebook
• Live video
• Value: Healthy recipes, classes, tips, etc.
• Instagram
• Eye catching pictures
• Live video
• YouTube
• Posting
• Strong message based videos
• Customer focused

Mobile App
• More consistency with actual
website
• Quicker check out functions
• Become more user friendly

Website: Design, SEO, Analytics
• Design:
• Landing page
• New/featured products
• A variety of all types of clothing
• Sales/deals

Website: SEO/Analytics
• Key focuses:
• Dominate more “key” words other than just
”yoga”
• “workout gear”
• “cute workout clothes”
• Analytics
• SEO keyword ranking/traffic
• Website traffic
• Website
• Cart abandonment
• Average order value
• Bounce rates
• Ecommerce conversion rates

KPI-Metrics (timeline, expected
goals, measuring success)
• Timeline
• 4-9 months
• Implement digital media optimization
• Transform touchpoints to conversion
points
• Build satisfaction/feedback
• Budget
• 6% of overall revenue
• Save some for non-digital marketing

KPI-Metrics (timeline, expected
goals, measuring success)
• Expected Goals
• More direct engagement with
consumers through new tools
• More value building/less asking
• Consistency within all digital platforms
• A more socially involved company
• More focus on tying in consumers with
message

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Adv420 final presentation

1. Digital Strategy: Lululemon Created by: Bryanna Ellul

2. Big Idea • Target audience: “Sweat-minded” people. • Big idea: • Build more value • Engagement through new tools, • Less ads • One message/theme amongst all digital platforms, consistency. • Areas to cover • Social Media platforms • Website • Budget • Goals/measuring success

3. Social Media • Social media goal: • Keep platforms cohesive • Building more value while asking less • More engagement • Hashtags • Polls • Live video tool • Twitter • Using more attention grabbing tweets • Facebook • Live video • Value: Healthy recipes, classes, tips, etc. • Instagram • Eye catching pictures • Live video • YouTube • Posting • Strong message based videos • Customer focused

4. Mobile App • More consistency with actual website • Quicker check out functions • Become more user friendly

5. Website: Design, SEO, Analytics • Design: • Landing page • New/featured products • A variety of all types of clothing • Sales/deals

6. Website: SEO/Analytics • Key focuses: • Dominate more “key” words other than just ”yoga” • “workout gear” • “cute workout clothes” • Analytics • SEO keyword ranking/traffic • Website traffic • Website • Cart abandonment • Average order value • Bounce rates • Ecommerce conversion rates

7. KPI-Metrics (timeline, expected goals, measuring success) • Timeline • 4-9 months • Implement digital media optimization • Transform touchpoints to conversion points • Build satisfaction/feedback • Budget • 6% of overall revenue • Save some for non-digital marketing

8. KPI-Metrics (timeline, expected goals, measuring success) • Expected Goals • More direct engagement with consumers through new tools • More value building/less asking • Consistency within all digital platforms • A more socially involved company • More focus on tying in consumers with message

9. KPI-Metrics (timeline, expected goals, measuring success) • Measuring success • Customer feedback • Increasing leads • Goal conversion rate, traffic, cost per conversion • Building brand awareness • Impressions/reach, click through rate • Generating ecommerce sales

10. Tools and Tactics • Social Media • Website 2 different types: • Growing the brand into a more personable company with stronger customer relationships • Becoming less ad driven, products speak for themselves • Delivering one message/theme across all platforms Summary