THE MEN’S LAUNCH 360 CAMPAIGN ABC FRANCHISE WEEK 33 CREATIVE + EXPERIENCE TOOLKIT
ABC PANT 360 CAMPAIGN ABC PANT*SLIM
ABC JOGGER
HOW TO GET THE CONVERSATION GOING THE INTENT 360 campaigns are all about coming together as a company to celebrate our incredible product. When we are unified in conversation across all of our channels (ie. website, social channels, digital or print marketing, community activations, and in-store), we can create one powerful message that resonates deeply with our guest. When we align our focus, our message is more likely to be heard which results in a huge impact on traffic and revenue,ultimately supporting growth across our organization, brand & through our collective. The ABC Pant is a definitive representation of our men’s design ethos - built on the idea of endless versatility, unquestionable comfort and functionally driven performance. These pants have been his go-to for commute and work, so expanding this assortment and giving him more choice in styles is a natural move for us to make.
TEAM KICK-OFF Any store employee that plans to wear these pants in the on the floor or in their life will be gifted one pair of ABCs before Week 33. They will have a choice between the Regular, Slim, or Jogger. The intention behind this is so we can educate authentically through personal expereince with the product.
PRODUCT EDUCATION
VISUAL MERCHANDISING- STORE WINDOWS AND MIRROR DECALS
WINDOW OPTION: Simple Decal Execution -Campiagn Tagline Decals -Mannequins outfitted in ABC styles INTENTION This is a simple option to execute and create a spark for our guests to come into the store. The intention is to share our campaign taglines and invite guests in to try our different ABC styles.
Anti Ball Crushing ZONE
CRUSH GOALS, NOT BALLS.
WE’VE GOT YOUR BACK, AND YOUR BALLS.
VISUAL MERCHANDISING - MEN’S PANT WALL
VISUAL MERCHANDISING - MEN’S MANNEQUINS
COMMUNITY + BRAND EXPERIENCE COMMUNITY EVENT lululemon hosts an event collaborating with local business and those who lead in sweat. DETAILS lululemon broughton st. hosts 5-7 men, who inspire the community, to do a fit session of the ABC Regular, Slim, and Joggers. They are product tested and invited to a fun event at Ghost Coast Brewery where they will wear our product for the evening. lululemon brought st. execute: -collab with Smith Brothers Butcher Shop and have a BBQ on the grill. -provide all food and beverages. -set up a light sport activity such as football or soccer so guys can experience the anti ball crushing construction. -all team members/ambassadors/ other community influencers invited to participate. -we invite members from our collective via eventbrite. GUEST FEEDBACK AND FOLLOW UP lululemon broughton st. will ask for specific feedback after the event and use LBB to follow up with our men. This will allow for us to build relationships and keep the conversation going.
COMMUNITY + BRAND EXPEREINCE CHALKBOARDS + TRAFFIC DRIVERS COMMUNITY CHALKBOARDS community chalkboards that are placed outside of the store will include campaign taglines to spark attention and invite guests in. our in-store community chalkboard should be used for quotes or questions to make a more interactive guest experience. TRAFFIC DRIVERS -male team members will wear their ABCs at the start of the campaign launch. -possible cycling in the window- this will look like a community influencer cycling in the window or outside in ABC product. -facebook posts -private sweat collective shop night.
COMMUNITY + BRAND EXPERIENCE SOCIAL MEDIA POSTS Social media posts should build the collective and drive community engagement. Details: -posts are made one week prior to the men’s launch (week 33) and twice during the week of the launch. -posts are invinting and appeal to our local guests. -we let guests know about our Ghost Coast Event and plan via eventbrite. -we refernce school of social for tips and tricks.
Protect your jewels and crush some goals. Come in and meet the ABC family. We’ve got your back. #thesweatlife #antiballcrushing
COMMUNITY + BRAND EXPERIENCE SOCIAL MEDIA CONT.