Brand Strategy | Consumer Research | Campaign Planning
Lululemon Men's Growth Campaign
Created an evidence-based campaign strategy to increase men's awareness, purchase intent, and confidence for Lululemon. The project used South Florida as a pilot market and included survey research, competitive analysis, message testing, SMART objectives, tactics, and an evaluation plan.
Overview
This professional project built an evidence-based campaign plan for Lululemon men's apparel, using South Florida as a concept market while keeping the target audience focused on U.S. men ages 18-34.
Challenge
The research showed that the issue was not simple awareness. Men were already familiar with the brand, but fit uncertainty, value concerns, and default loyalty to other brands slowed purchase confidence and intent.
Strategy
The strategy reframed the campaign around confidence: breathable comfort, year-round versatility, value proof, social proof, and easier product guidance. TikTok and Instagram were prioritized because respondents identified them as leading channels for noticing men's product messaging.
Execution
Gabriel conducted a survey with 60 qualified men, reviewed Lululemon and Alo Instagram content, tested message directions, and translated findings into SMART objectives, tactics, and evaluation methods. Recommended tactics included short-form versatility content, review-led proof, fit guidance, consistent calls to action, and store try-on support.
Results / Insights
The campaign plan identified value justification as the strongest purchase lever, with fit guidance and social proof also supporting confidence. The evaluation plan focused on recall, purchase confidence, saves, shares, fit guide clicks, store locator actions, and a six-week pulse check.
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