Marketing Report
Fashion brand Lulus launches OOH campaign across US cities to celebrate female friendship

Fashion brand Lulus launches OOH campaign across US cities to celebrate female friendship

Lulu's Fashion Lounge Holdings, Inc., Lulu’s the attainable luxury brand for women, has announced the launch of its first major multi-channel brand campaign.

Ushering in a new era for the brand with out-of-home (“OOH”) advertising, creative social and influencer activations, and experiential marketing and more across key cities across the U.S., the all-new “Friends for Life” campaign centers on a group of four best friends as they experience a pivotal year in their lives and underscores how Lulus is there for these friends through all of life’s moments – from the everyday to the extraordinary.

Crystal Landsem, Chief Executive Officer, Lulus: “As a brand built by and for women, we know that there is nothing more powerful than female friendship in all of its forms and our new brand campaign celebrates it in spades. Through the years Lulus has evolved into more than just a shopping destination, we’re a steadfast companion in the lives of our customers. This campaign shines a spotlight on friendship and the significance of being present, as we help our customers feel confident, joyful and excited, at every point in their lives.”

Patrick Buchanan, Senior Vice President of Brand Marketing, Lulus: “The ‘Friends For Life’ campaign celebrates the beauty of friendship and its essential role in our lives.This campaign is a love letter to all who celebrate with us, embracing all of the pivotal moments and emotions shared while wearing Lulus."

A Campaign for Her

“Friends for Life” campaign focuses on celebrating women during different eras in their lives. As a brand, Lulus is anchored by customer feedback and this unified campaign is a culmination of customer input. Lulus is applying its “test and learn” philosophy to the campaign, testing new OOH opportunities, designing experiential events that celebrate community and bring the brand to life, activating new social and influencer initiatives, and exploring strategic podcast partnerships that align with the Lulus customer. The new campaign aims to accelerate growth for the brand by meeting its customers where they are.

Women Supporting Women

The campaign kicks off with the story of four best friends over the course of a very important year, giving audiences a sneak peek into their lives. Flashing forward through a series of moments, the campaign then showcases how this incredibly tight group of friends are there for one another, through all of their wins and changes – ranging from the excitement of getting ready for a first date to the support needed during a big move. Empowering women to feel their best is at the core of the Lulus brand and the campaign reinforces Lulus’ unique position of being there for all of life’s moments, big and small.

Hitting the Streets

Lulus' first-ever large-scale brand campaign expands the brand’s reach through strategic OOH advertising placements in Los Angeles, New York, Chicago, and Nashville. The campaign will feature statement billboards, digital billboards, and large, strategic outdoor advertisements and wild postings.

Celebrating Community

To celebrate the campaign, Lulus is hosting a series of “Besties That Brunch” consumer activations in four key U.S. cities. Taking over picturesque brunch spots in Nashville, Chicago, Las Vegas, and Miami, Lulus is orchestrating immersive activations in key locations, inviting customers, influencers and community members alike to brunch with friends, shop Lulus and intimately engage with the brand firsthand. Each pop-up will offer fun bites, giveaway opportunities, and photo-worthy moments, while highlighting local women-owned small businesses in the surrounding neighborhood.