Challenge:
We sought to re-engage individuals who were losing momentum with their New Year's fitness resolutions. We aimed to inspire and motivate these audiences to stay committed and continue their training habits with help from lululemon.
Context:
Every January, the "New Year, New Me" movement sees people diving into fresh workout routines and habits, but by January 19th most resolutions have already fizzled out. The "Together We Move" campaign was designed to reignite motivation through human connection. Content encouraged people to work out in pairs or groups, motivating one another to kick-start movement in the New Year.
Connection:
We handpicked a diverse roster of creators across the UK and DE markets to amplify lululemon’s core values and tap into new audiences. By featuring a mix of running, training, and yoga creators, we connected with a broad spectrum of fitness enthusiasts at every stage of their journey, driving authentic engagement and expanding reach.
Creation:
Creators were tasked with producing two key content types: one spotlighting the "Together We Move" tagline and the other showcasing lululemon's products directly. The content emphasised the importance of community and togetherness as the fuel needed to kick-start fitness and movement goals – whatever they might be.
Conversion:
The campaign smashed its goals, surpassing KPIs for impressions, reach, and engagement. Our CPE was a massive 33% below target. Plus, the content drove traffic directly through to the site – proof of the campaign’s effectiveness beyond core objectives.
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