lululemon is one of the leading athletic apparel brands worldwide. They design activewear for anything and everything – and are widely considered the market leader in providing activewear for yoga.
However, lululemon is predominantly known as a ‘female’ brand, with low awareness amongst Men. This opportunity for the brand became a key focus for 23/24.
Brand Tracking metrics conducted quarterly by the lululemon Global team, revealed that while the brand had strong Unaided (39%), Aided (84%) and Consideration (43%) metrics amongst females, the Australian male audience lagged far behind with low Unaided Awareness (8%), Aided Awareness (53%), and Consideration (13%).
The primary objective that Murmur was tasked with, was developing a plan to drive an increase in “Unaided”, “Aided” and “Consideration” Brand Metrics by 3ppt
To improve lululemon’s Brand Tracking metrics for Awareness and Consideration, our Media Strategy was focused on building ‘Brand Superiority’ in market against our competitors.
The tactics we employed to achieve our strategy was primarily to win share of voice in competitive and contested markets, use broadsheet publications to reach a national audience in targeted media, and leverage Ambassadors and existing affinity with our key audience.
lululemon’s target audience are ‘Balance Seekers’ – sweat lovers 18-49 who seek balance from the workout of life, yoga, running and training. The balance seeker looks for quality and feel, they are a premium customer that wants to feel and look good for movement and every day wear.
We reviewed media consumption habits of the lululemon Balance Seeker and overlaid their 36x national store locations to ensure media placements were focused on key markets.
Our campaign focused on the male Balance Seeker – an audience of males who are frequent and high spenders on men’s fashion, interested in health and fitness. We overlaid this audience with a particular focus on the geo locations around the brand’s shopfronts.
In order to win share of voice, we predominantly focused our Media activity in the Sydney & Melbourne markets reflecting the brands retail and community footprint, while also tapping into population density relevant geographically to both a retail and online presence.
As a premium activewear brand, it was important to focus on premium media placements. We worked to deliver publisher partnerships with high value 1st party data, marquee outdoor large format, contextually relevant programmatic placements and integrated editorial content.
lululemon achieved historical high results across all Mens Brand Tracking metrics, prompting their Global Team to use the work and campaigns from Murmur and lululemon as a benchmark and global standard.
