4-week simulation · Digital Marketing Case Study · Canadian Digital Marketing Portfolio
Project overview
I undertook a 4-week intensive simulation to design a performance-driven, purpose-led growth engine for Lululemon and its cutting-edge at-home fitness product, MIRROR in this digital marketing case study as my portfolio. Through in-depth brand research and consumer behaviour mapping, I delivered three interconnected solutions that merged advanced technology, community-driven initiatives, and measurable ROI.
Case Study Deliverables
- The MIRROR Revolution 2.0:
A 12-week omni-channel marketing strategy incorporating innovative touch points including:
- Instagram AR Filters to create interactive fitness challenges.
- TikTok “Mirror-a-thon” Campaigns leveraging trending workout content.
- Geo-fenced Ads delivering hyper-targeted messaging.
- “Mirror Chambers” Influencer Activations showcasing personalized training sessions.
- Mini-documentaries spotlighting real-user success stories.
2. LuluExplorer Virtual Closet:
- AR/VR-powered mobile and in-store app allowing users to engage with a personalized, AI-styled wardrobe experience. Features included:
- Scanable QR codes for an immersive shopping experience.
- Integration with the Lululemon app for seamless in-store and online transitions.
3. Local Ambassador Playbook:
Crafted two ambassador personas tailored to target key demographics:
- Emily Thompson (Yoga Instructor, Vancouver).
- Alex Kim (Fashion-forward Athlete, Los Angeles).
Included content calendars, in-store event concepts, and collaboration hooks to boost engagement.
My role
Strategist, Copywriter, and Sprint Lead.
- Designed insights-driven digital marketing concepts on omni-channel.
- Modeled measurable KPIs for campaign effectiveness.
- Executed final presentations to stakeholders and mentors.
Key Insights & Why It Matters
This project highlighted that marrying purpose-led creativity with ROI-driven strategies creates sustainable growth for enterprises on their digital omni-channel. By integrating AR technology, ambassador narratives, and inclusive community values, I demonstrated scalable methods to enhance customer loyalty and brand equity on digital marketing strategy skill.
Tools & Skills Applied
- Live and Virtual Pitching Skills to articulate value propositions effectively.
- PowerPoint & Gamma for compelling visual storytelling.
- Excel for data analysis and KPI modeling.
- Copywriting & Script Development for campaign deliverables.