At Lulus, we know that having your best friends there for you through all of life’s moments–from the everyday to the extraordinary–is something worth celebrating. That’s why we’re thrilled to announce the launch of our first major multi-channel brand campaign, aptly titled, “Friends for Life.” Launching on billboards, wild postings, and via social and influencer activations, and consumer events across the U.S., the “Friends for Life” campaign centers on a group of four best friends as they experience a pivotal year in their lives–and naturally, Lulus is there for them through all of it.
“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,” said Lulus CEO, Crystal Landsem. “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.”
“The ‘Friends For Life’ campaign celebrates the beauty of friendship and its essential role in our lives,” said Patrick Buchanan, Senior Vice President of Brand Marketing, Lulus. “This campaign is a love letter to all who celebrate with us, embracing all of the pivotal moments and emotions shared while wearing Lulus.”
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.
So where will you be able to see this campaign come to life? We’re expanding the Lulus reach through out-of-home advertising placements in Los Angeles, New York, Chicago, and Nashville. That includes statement billboards, digital billboards, and large, strategic outdoor advertisements and wild postings.
Of course, we want to share all of this with our Lulus community, which is why we’re hosting a series of “Besties That Brunch” consumer events in four key U.S. cities. We will be taking over picturesque brunch spots in Nashville, Chicago, Las Vegas, and Miami, inviting customers, influencers, and community members alike to brunch with friends, shop Lulus, and intimately engage with our brand firsthand. Each pop-up will offer fun bites, giveaway opportunities, and photo-worthy moments, all while highlighting local women-owned small businesses in the surrounding neighborhood.
The Friends for Life campaign is a culmination of decades of customer input. Everything we do at Lulus is designed with our customers in mind–and by designing experiential events that celebrate community and bring our brand to life, activating new social and influencer initiatives, and exploring strategic podcast partnerships, we’re ready to meet our customers where they are–and expand our community even more.
Did you spot our brand campaign in the wild? Snap a photo and tag us on Instagram or TikTok @lulus — and shop the campaign in our Friends for Life Edit?
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