Lululemon Wins the ‘Streamline Award’ for Leveraging Mobile PPC Strategy & Email Campaigns to Grow Its Audience

Lululemon is one of five Similarweb Digital Marketing Awards winners for 2023

Lululemon won the Streamline Award for using efficient marketing tactics that allowed them to adjust to the changing business landscape. The recognition is part of the Similarweb Digital Marketing Awards announced today.

Similarweb’s Streamline Award is given annually to digital companies that effectively employed a resilient and efficient marketing strategy to achieve growth. This awards program recognizes success at using search marketing and other digital marketing techniques to drive website traffic, as judged by both Similarweb metrics and the reviews by our panel of digital marketing experts.

Lululemon’s success in digital marketing is demonstrated by its creative tactics and willingness to prioritize business strategy over paid spend KPIs (like increasing the number of mobile users exposed to their DTC channel). This is why they are an excellent example for other consumer brands.

Key takeaways

• In 2022, Lululemon achieved a 27% year-over-year (YoY) growth in total visits, surpassing some of its biggest competitors like Nike, Gymshark, and Fabletics.
• Email traffic rose 62% YoY
• Mobile traffic rose 50%+ YoY
• Lululemon demonstrated particular success in growing its mobile traffic audience by investing in paid search and a winning Black Friday email campaign.

Winning Targeted Investment Strategy

As 2022 began, Lululemon faced two significant obstacles: maintaining its status as the go-to yoga-inspired lifestyle brand and managing the inflationary economy of the US (and the world). They needed to incorporate an efficient digital strategy to combat both obstacles by strategically targeting key growth areas. By investing in email campaigns and paid search, Lululemon.com set itself up for success – driving new users to their direct-to-consumer (D2C) channel.

THE WINNER:

Why Lululemon? 

Read the full analysis

Read the full analysis behind the award and learn about the other honorees:

• The Spotlight Award to Panasonic for leveraging search stickiness to drive brand recognition.
• The Titan Award to Shein, which built on its strong global brand to enter new markets such as Brazil.
• The Challenger Award to Hey Dude Shoes for using the reach of Google and Amazon to capture share from bigger competitors in the shoe segment.
• The Referral Award to Pizza Hut Japan for using referrals from other websites to capture market share.

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Contact: For more information, please write to press@similarweb.com.

Citation:  Please refer to Similarweb as a digital intelligence platform. If online, please link back to www.similarweb.com or the most relevant blog post.

Report By: Sneha Pandey, Insights Manager

Methodology

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by David F. Carr

David covers social media, digital advertising, and generative AI. With a background in web trends since the 1990s, he’s also the author of "Social Collaboration for Dummies".