CASE STUDY - L U L U L E M O N × OneHub

Best in Class

O N E H U B × L U L U L E M O N
Back-to-School / Back-to-Campus Campaign Case Study 2025

Lululemon

CLIENT

UAE (Dubai)

MARKET

6 weeks

TIMELINE

AED 250,000 – 400,000

TOTAL BUDGET

THE BRIEF

Premium positioning, not back-to-school clichés

Lululemon’s OOH creative for “Best in Class” leaned into confidence and comfort rather than discount-driven back-to-school messaging. The mandate: extend that same premium, understated positioning into influencer content without blending into every other BTS promo running at the same time.

ONEHUB ROLE

Influencer strategy, creator management, content production

CLIENT: Lululemon

MARKET: UAE (Dubai)

CAMPAIGNS: “Best in Class”

SEASON: Back-to-School / Back-to-Campus

TIMELINE: 6 weeks (mid-July – end August)

TOTAL BUDGET (EST.): AED 250,000 – 400,000

CAMPAIGNS TO DATE

New routine, new year not “new backpack”

AUDIENCE

University-age students & young professionals, 18–28, in Dubai and Abu Dhabi

Lululemon’s core demo skews older than typical BTS marketing, shaping
a more mature message.

CHANNELS

Instagram Reels (primary) · TikTok (secondary)

UGC repurposed into paid social to extend reach beyond organic

CONTENT PILLARS

1

Reset Your Routine

Morning/study routine content featuring Lululemon
gear

2

Campus Ready

Day-in-the-life content from creators heading into a
new semester

3

Community Tie-In

A small in-store / campus pop-up moment for organic
creator content

CREATOR MIX

18 creators, three tiers, one consistent voice

2

Mid-tier creators

100K–300K followers

Lifestyle & wellness anchors highproduction reels

10

Micro-creators

20K–80K followers

Fitness, study/productivity & campuslifestyle niches authentic UGC-style content

6

Nano-creators

5K–20K followers

Students themselves, for hyper-local
relatability

E X E C U T I O N

Six weeks, on the ground and in-feed

18

creators activated over 6 weeks

~45

pieces of content (reels, stories, 1 collab post)

1

creator preview event at a Dubai store

Launch moment

Creator preview event at a Dubai store, timed to the campaign launch giving creators a real moment to film organically.

C A M P A I G N R E S U L T S

The numbers

~2.1M

TOTAL REACH

~4.8M

TOTAL IMPRESSIONS

5.8%

AVG. ENGAGEMENT RATE

~1.6M

VIDEO VIEWS

~14,000

LINK CLICKS

~AED 900,000

EARNED MEDIA VALUE

OneHub is the Trusted Influencer Marketing Agency Across the UAE & GCC

The most successful influencers don’t partner with just any agency—they work with teams that value professionalism, clear communication, and long-term relationships. At OneHub, we connect brands with carefully vetted influencers who create authentic content that builds trust, increases engagement, and delivers measurable business results.

Over the years, we’ve built a strong network of creators across {Location} and the GCC region. From nano and micro influencers to macro creators and celebrities, we help brands launch strategic campaigns that reach the right audience, strengthen brand awareness, and generate real ROI through data-driven influencer marketing.