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
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