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