Due to the campaign length, ongoing performance and creative optimisation were critical to achieve an improvement in awareness and consideration metrics.
Understanding the importance of vertical video in short and micro formats which is the preferred format consumed by Balance Seekers, we extended our reach to publisher socials & programmatic video. This was integrated with shopping centre marketing during key shopping moments such as holidays, Thursday nights, weekends, and peak seasonal events such as Fathers day.
In order to aid creative impact, brand recall, and sustain audience attention, we worked closely with the lululemon internal Creative & Production teams to deliver numerous creative masters built for different stages of the campaign, that were able to be optimised digitally based on performance, and refreshed to align with media placements.
We partnered with our programmatic partner Stackadapt to design a custom built ‘hotspot’ ad unit for display, where users can click a variety of products within the creative assets to see more information on the product staying in the Ad Unit environment improving engagement. This format became our top performing creative by reach, with a CTR of 0.28 – more than 2.5x the industry average for display.