Lululemon was built on the strength of their community. But when the global pandemic hit, #thesweatlife was threatened. By rethinking how we can utilize the very thing that has torn us apart, we created a way for technology to now pay us back by maintaining our connection with each other. This rapid shift to a digital first community, directly attributed to a deeper resonance with people. As a result, Lululemon saw an unprecedented 40% business brand growth in 2020. This campaign was the beginning of a new gen approach to how brands engage.
By bridging the gap between social responsibility and the unprecedented desire for human connection, we helped Lululemon encourage their community to Move and Stay Connected with a 4-week Strava challenge.
Moving #thesweatlife online empowered Lululemon’s ambassadors with fresh ways to keep the community moving with free programmatic weekly content. This social-media driven campaign provided people daily practices, live meditations and at-home workouts, as well as a stream of positivity. Proving that, despite everything, Community Carries On.