Brand: lululemon
Task: Women’s Basketball Apparel Line
Prepared by: Lanaè Keller
Campaign Headline: Next up.
Campaign Tagline: We got next.
Target Audience:
Gen Z: Young people with purchasing power, such as high school students, college students, and recent college graduates who are in the workforce. These women range from 15 to 26 years old.
Millennial Women: These are women who indulge in recreational basketball and are interested in quality athletic wear that won’t break the bank. They are in the workforce and range from 27 to 42 years old.
Women’s Basketball Leagues and Organizations: High school and collegiate leagues seek innovative, stylish, and functional attire. This line offers all of those things at an exceptional price. Teams can acquire matching garments for everyone on the team while feeling elevated and luxurious.
Where this Ad will appear:
These Ads will appear on billboards and bus shelters in major urban cities like Los Angeles, Chicago, Vegas, Orlando, and New York. Placing these Ads in bus shelters will captivate the interest and attention of high school, college, and working women who use public transportation. Placing these ads on billboards and bulletins on busy streets and freeways will grab the attention of frequent drivers who commute routinely. They will also appear on the lululemon and High Flyers Girls Basketball League social media channels such as Instagram, Facebook, X, TikTok, and website.
Campaign goal:
This campaign aims to increase brand awareness for lululemons new women apparel line while also catering to the women’s basketball community. The goal is for consumers to seek lululmelon products when in need of athletic apparel. As a result, this will help lululemon become one of the leading clothing distributors in the athletic space. In addition, collaborating with the girls’ basketball organization High Flyers League will aid in pursuing lululemon DEIA’s mission of acting on allyship and harnessing community relationships.
Why this Ad is necessary:
This Ad is necessary because lululemon exists in a very competitive and influential space. With competitors like Alo, Nike, Under Armour, Beyond Yoga, and Athleta, creating this Ad brings attention to the campaign and has an impact. It is imperative for lululemon to launch an Ad that sparks not only the consumers’ interest but also ignites a sense of empowerment, motivation, and community.
***Disclaimer: The above brand storytelling elements and all of the lululemon materials found in this portfolio were created as part of MA program coursework at the University of Southern California and are not affiliated with the official lululemon brand.***