lululemon Weeklies
At lululemon, a new campaign goes live on the website every week, supported by various teams behind these “weeklies.” I had the privilege of collaborating with an incredible LA-based pod, including an art director, designer, and producer. Together, we brainstormed concepts, scouted shoot locations, cast talent, and coordinated with styling, social, and executive teams in Vancouver. Each campaign had unique budgets and objectives, but the process was always energizing—working with such talented, dedicated teammates always made it fun.
When Olympic gold medalist and self-proclaimed “lululemon girlie” Suni Lee shared her dream of working with lululemon, the brand made it happen fast. She became the face of the Define Jacket, now featuring a gold zipper (gold medalist, gold zipper). I wrote ecommerce copy and supported social content. The campaign smashed goals, with this asset with my copy driving a 500%+ traffic boost to the category page and skyrocketing click-through rates.
lululemon needed a bold concept to relaunch the Wunder Under legging, now in four unique fabrics. Our team brought each fabric to life with models embodying their distinct characteristics. I crafted copy for the website, app, and Instagram Stories, and I helped with casting. The campaign crushed expectations, driving double-digit growth in click-through rates. The IG Story outperformed with 40% higher reach than average, delivering thousands of clicks to product pages.
This campaign spotlighted men’s and women’s tops with lululemon ambassadors Colleen Quigley and Charlie Dark. I wrote copy for the website, app, and email, interviewing both for quotes to enhance campaign assets. Leadership praised the messaging, and the campaign delivered a 22% revenue boost over the quarterly average.
For lululemon’s Soft Jersey Polo launch, a fresh take on their beloved Soft Jersey fabric, I crafted copy for the website, app, and email, and supported talent and location selection. Click-through rates outperformed benchmarks on the web and especially in email, where the polo was by far the top-selling product.
The ask was simple: spotlight white options. I wrote copy for the website, app, and email, driving double-digit growth in click-through rates and a 65% revenue boost compared to the quarter’s average.
Fall layering took center stage in this concept showcasing men’s pieces (shot on a sweltering day in LA). I wrote copy for the website, app, and email. The campaign exceeded revenue goals, with email performance soaring past benchmarks.
For the Wunder Under Instagram Story, our goal was twofold: reintroduce the beloved Wunder Under legging after its discontinuation and educate guests about its four unique fabrics. The story not only achieved both objectives but also boosted engagement by an impressive 40%.