lululemon Korea

Lululemon is a technical athletic apparel company for yoga, running, training, and most other active pursuits. Lululemon Korea was (and still is) one of the most popular activewear brands in Korea, generating $63M total revenue in 2022.

While working at 247 Compass (marketing consultancy focused on Korean localization), I managed Lululemon’s online marketing budget to maximize both revenue and ROAS for 2022.

Problem

Due to COVID, Lululemon’s offline revenue had taken a drop throughout Korea. They wanted revenue and ROAS increase focusing on online growth with a smaller online marketing budget than in 2021.

The Situation

Goal

To improve their 2022 online revenue and ROAS despite the smaller budget.

What I Did

I managed and developed and execute their end-to-end digital marketing strategy throughout Korea, including:

  • Managed budget and planned media mix by funnel

  • Analyzed e-commerce data and paid media performance (Adobe analytics)

  • Executed A/B testing and crafted digital strategies across multiple platforms
    (Google, Meta, Naver, Kakao, etc.)

  • Organized customer data and applied them into ad campaigns

  • Supported SEO localization and e-commerce optimization to improve online conversion rate

Results

  • 55% YoY revenue increase in 2022

  • Improved ROAS from 3 to 7 

  • Lululemon became a long-term client for 247 Compass

  • Lululemon being selected as a ‘Best Case’ for Google PMax