A key tenet of the men’s brand strategy was to carve out experiences specifically designed for Lululemon’s male target.
We took a digital first approach, creating an editorial calendar outlining key seasonal stories and campaigns.
Then, we launched new digital channels, including a weekly men’s e-mail program and social channels (Instagram, Twitter), both of which provided valuable outlets to reach a new guest and bring our men’s brand positioning to life.
GLOBAL CAMPAIGNS
We would drop product stories weekly but focus our communications efforts on larger capsules which allowed for a deeper level of storytelling across a more sustained period.
SEGMENTED E-MAILS
We kept him in the know with weekly e-mails that integrated product and lifestyle stories.
SOCIAL PLAYBOOK
We created guidelines, best practices and measurements of success to ensure all content creators and moderators were playing by the same rules.
SOCIAL LAUNCH CAMPAIGN
We created a month long launch campaign, profiling one elite ambassador each week. This set the tone for our position around adventure based athletics and mindfulness.