3:51 — Sairah has everyone sit at the edge of their seats and do a guided breathing exercise. “That feeling right there, that's called presence.” Something lululemon wanted to make central to their campaign.
3:52 — But first, let's talk about holiday. Their first “360 campaign” for lululemon included social, their stores, and their site. Another goal: reach a billion people.
3:53 — Sairah: How does everything we do and create help people be present?
3:54 — Sairah shares their branding and community department's challenges with asking their customers to put their devices down and be present in the moment.
3:55 — They worked with people in their collective, ambassadors, and influencers to help create something gender neutral. Sairah shares some quotes from the video including, “Everything that's on your plate is there because you said yes to it.”
3:56 — Sairah: We started to see a global conversation around #givepresence. It was kind of an unexpected surprise.
3:57 — Sairah: What we really had to think about was how to integrate this with our decentralized stores.
3:58 — Sairah shares some of their guerrilla marketing campaigns to make it happen: They gave hot air balloon rides, gave free family portraits, they created stand-in stencils on the floors, painted walls, and hired skywriters.
3:59 — One coffee shop in Australia donated his wall to a local lululemon and graffiti artist to create a mural about giving presence.
4:00 — Sairah also reached out personally to an Instagram influencer, “The Writing,” in-person. They commissioned her to create pieces of art to share with the stores to use in their windows. “The Writing” also shared them in her own networks.
4:01 — Sairah: When I think about it from a global social perspective, it was an easy campaign to execute on, because we thought a lot about the user. We knew that if we capitalized on moments in the digital space people would capture them and share them.
4:02 — Their Christmas Day quote: “Living in the moment could be the meaning of life.”
4:03 — Sairah: One thing you'll notice is there are no yoga pants. This is not a product-based campaign. We insured it laddered up to our ultimate vision, to helping people save time.
4:04 — We didn't consider how many people would want to share how they give presence with us. One employee wrote a three-paragraph story on his own personal way of sharing presence and it inspired their guests to share as well.
4:05 — They also executed on a surprise and delight program. They had an extra large budget during the holiday season to make big things happen. For example, handing out 400 disposable cameras, giving out lockboxes at restaurants for people's phones and paying for their meals if they chose to put them away, etc.
4:06 — Learnings and gratitudes:
- Leadership: Giving their team the space to play huge.
- Social doesn't live in a silo: Start early and often with partnerships
- Live the campaign: Within the company, how are we creating space for people to go home early, go to yoga, etc.?
- Grounding it in the original intent: Staying true to lululemon's mission
- Risk of awesomeness: Every time they create something they have to be ok with the risk of their local stores sharing it and making it a bigger campaign
4:07 — Sairah says she doesn't focus too hard on metrics because she feels the campaign is deeper than that: We only made it half-way to our goal of a billion impressions, but that's ok.
Q & A:
Q: How did you go about disclosing your partnership with “The Writing?”
A: Sairah: The influencer fully disclosed her partnership as she was creating them, including the window art.
Q: As far as the locations go for your surprise and delight campaigns?
A: Sairah: Their digital team is located in Vancouver so it's a crime of opportunity to execute there. The stores have a package with thought-starters and things to think about, so they have the ability to decide how to execute those campaigns where they want.
Q: How do you go about compensating store employees/sales associates for their time?
A: Sairah: The stores are already run as their own business, we roll out the idea to a group of regional managers and it becomes their responsibility to make it their own. We do have time issues for example in California where there are strict labor laws. Sometimes we take time from them being on the floor to let them work for the store elsewhere.
Q: Do you utilize an agency to manage the outreach to influencers?
A: This was totally created and executed internally. We have a large social media team of 13 people with two open positions. To remain authentic to who we are, we really have to trust the brand, and I think it takes a lot of time to get there with the agency.
Q: How would you execute something like this for a company without a storefront.
A: If we didn't have stores, we probably would have taken it on and executed it ourselves or hired an agency to help because of our location. We also have internal influencers and brand advocates — utilize the people who are loyal to the brand.
Q: Can you talk more about your surprise and delight campaign?
A: Sairah: It entails me asking for a chunk of budget and giving it to my team, and they run with it. Just like our stores, I give them the space to make it their own. I really trust my team — our content doesn't go through an approval process, and they decide on their own surprise and delight initiatives.