Omnichannel Marketing with lululemon
Background
The lululemon Omnichannel Marketing project is a job simulation from The Forage where users act as a junior marketing analyst for lululemon, an athletic apparel company. It includes four parts: an integrated marketing plan, a proposal for a new digital product, a proposal for two brand ambassadors, and a data analysis segment regarding the success of brand ambassadors. Included with each project segment were instructions regarding what my superiors and stakeholders would expect from a final product. Using those guidelines, I approached each task with a balance between presenting facts and creating descriptions with visualizations, writing succinct reports and detailed proposals.
Integrated Marketing Plan
The task for the first segment was to write an integrated marketing plan proposing lululemon's MIRROR, which is an interactive workout mirror where users can follow along to workout lessons from the comfort of their own homes. Included in this integrated marketing plan are a description of this product, lululemon's background leading up to the product's introduction, a competitor analysis, and guidelines for promotion.
I decided on a descriptive approach when describing how the MIRROR would align with lululemon's company values. For the competitor analysis, I used a numeric approach to help the reader compare their offerings with lululemon's MIRROR regarding prices and product longevity. Overall, this integrated marketing plan highlights the MIRROR's notable benefits regarding accessibility, placing emphasis on how it will benefit the lives of athletes with busy schedules.
View the integrated marketing plan here.
Digital Product Proposal
The second segment of this job simulation was to create and propose a digital product for lululemon's customers to use online. I came up with a 3D mannequin that users can adjust to align with their body dimensions and pose in a variety of positions. By using and amending a template, I described benefits for users, including descriptions of how fabric would move without having to physically try on an item in a brick-and-mortar store. I also created visuals to demonstrate how this product would appear to users, demonstrating how an online user may interact with the product.
View the proposal presentation here.
Brand Ambassador Proposal
The third job simulation segment involved researching and proposing two hyperlocal brand ambassadors to represent the lululemon brand. To decide on who to propose, I researched athletes with a positive social influence for two reasons: their athleticism ties them to the lululemon brand, and their social influence makes them eye-catching and safe to work with, avoiding potential ambassadors with problematic behavior. After deciding on my brand ambassadors, I identified which locations would work best for hyperlocal marketing, proposed ideas for how promotion with these potential ambassadors would catch the eyes of customers, and outlined how both people align with the lululemon marketing brand.
View the brand ambassador proposal transcript here.
Data Analysis Project
The fourth and final step in this job simulation was to analyze data on the performance of several brand ambassadors using fictionalized data. My goal was to determine which ambassadors were the most successful and if there was any pattern behind the success as well as correlations involving poor performance. Using Excel and SQL to clean, analyze, and visualize the data, I also identified which social media channels had the highest customer conversion rates and lowest customer acquisition costs.
View the data analytics report here.
All datasets and templates used in this project belong to The Forage and lululemon.