INDUSTRY:
Campaign Strategy, Marketing, Graphic Design
CLIENT:
Lululemon
YEAR:
2024
SOFTWARE:
Photoshop, PowerPoint, Illustrator
overview.
In 2024, Lululemon faced allegation of being involved in greenwashing, a deceptive practice where companies make false/misleading claims about the environmental benefits or impacts of their products/practices. After facing these allegations, Lululemon wants to solidify their customers' understanding of the company's environmental impact. To achieve this goal, I lead a team of four in developing a campaign to ensure that Lululemon's audience understands that the brand is making positive impacts on the environment. First the team identified the target audience for the campaign and designed personas for said audience:
the solution.
The Made to Last campaign includes ways to involve the customers in said environmentally friendly practices. Our solution utilizes a reward points system for purchasing sustainable goods, a recycling program for used Lululemon products, and a newsletter following Lululemon's sustainability initiatives. The first stage of the campaign focuses on building awareness amongst potential customers through social media ads. The second stage exists to educate and engage the customers through the website and email marketing. The final stage focuses on driving conversations and sales through ads, loyalty programs, and in store promotions.
The campaign was designed to launch in spring and last for 6 months.
