lululemon: Run—Together
Grow, 2019
The Ask:
Own Global Running Day.
The Solution:
We tapped into the passion for group runs and empowered runners everywhere to organize their own events and Run — Together. All under the lululemon flag.
The Campaign
lululemon was built by their community, so we kicked off our campaign by building hype among run clubs, brand ambassadors, and stores with custom marketing kits. It wasn’t long before they rallied behind our message, and organically spread the word to their own communities. Then, we kept the hype going on lululemon’s global feeds with social activations celebrating every runner. Check out my favorite Instagram Story from the campaign below.
The Content Generator
Our campaign drove to a simple yet powerful website that gave runners the tools to organize their own Global Running Day events. All in a few clicks. Our site also helped runners find their local clubs, join the 5km Strava challenge, and get fresh gear for the big day.
The Personalized Content
Runners around the world used our platform to create their own suite of compelling social posts and stories. Available in a variety of gorgeously designed styles, runners were excited to elevate their feed with the personalized co-branded materials. In fact, 89% of the assets created on our platform were shared to social. You can see Norfolk’s local run club shine in their suite below (featuring our lovely strategist, Neill).
The Results
Over 50,000 runners from 92 countries joined lululemon to log over 264,000 miles. Running took over lululemon’s social channels as we helped broadcast content from run groups all over the world. But more importantly, we helped lululemon authentically connect with runners and earn over 50,000 new brand ambassadors. All in one day.
My Role:
As lead copywriter on the project, I was in charge of crafting the overall campaign positioning and language. I also led the charge for UX of our content generator and the personalized social suite, along with our social campaign across major lululemon markets.