Professional Documents
Culture Documents
Lululemon Final Book
Lululemon Final Book
Lululemon Athletica
Campaign Plan
Diane Scheinberg
Table of
Contents
Chapter 1 Introduction
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.
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
TV | $1,200,000 | 6 | $200,000
$350-$525
Creative
Billboard
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.