1. B R I T T A N Y A . S W E E N E Y
OUR BRAND
MATTERS!
Lululemon Athletica builds its brand at the
“Grass Roots” level. We leverage the social
relevance of our lifestyle products to increase
engagement within the community, elevate
awareness, and drive sales activities during
“peak” and “off-peak” periods. As a member
of the community group, I was chosen to
take ownership of a specific week and lead
activities during the peak holiday season.
The corporate campaign was called “Fuel
Happiness.” I was responsible for developing
a weeklong extension to a themed initiative
called “Kindness Matters.” As the cornerstone
of this promotion, I personally designed
a temporary flash tattoo that displayed a
unique interpretation of the corporate logo.
The tattoos were handed or applied to all
the guests in and around the venue, which
generated interest (crowd sourcing) amongst
the guests and served as a catalyst to visit
Lululemon. Each day in the promotional cycle
(December 25-31), a sales goal was set and
measured against the amount of tattoos that
were given out to guests who visited the
venue. All sales goals were reached before
the end of each day. Even weeks later,
guests were still asking for the
“Fuel Happiness” tattoos.
IT’S GAME DAY!
At Lululemon Athletica, each “community”
team member is responsible to concept,
organize, schedule, and execute in-store “live”
demonstration events intended to ignite customer
engagement and drive traffic within the retail
outlet. Termed “Game Day Demos,” the objective
of this promotion is to attract customer interest
with activities that demonstrate the core values
of the brand—active lifestyle, sports, health &
wellness and, most of all, fun! My concept was to
conduct a self-defense demonstration featuring
UFC boxing in the front display window on a
“high-peak” weekend. This approach was chosen
because Lululemon is a Canadian company and
it was “Canadian Boxing Day,” which is the
Black Friday of Canada. Most guests were
unaware of the importance of this day to
the company. I contacted the UFC Boxing
Gym, scheduled their best instructors, and
styled them in Lulu attire from head to toe.
During the event, all daily sales goals were
hit as well as the stretch goal for the day. By
hosting a boxing exhibition in the display
window, the promotion attracted customers
and drove traffic into the store, which allowed
the Lululemon team to educate the guests
and leverage sales promotions to exceed
designated goals.
M a r k e t i n g a n d P r o m o t i o n S u c c e s s S t o r i e s

2. GOING PRO!
Building “Brand Ambassadors” to
support and advocate the Lululemon
Athletica franchise is a requisite to fuel
continued growth. As a member of the
Ambassador search team, we go out
into the community to identify and recruit
athletes/instructors that represent our
brand values and serve as community
“Ambassadors.” Aside from the Crossfit
and Yoga Ambassadors, I took the
initiative to reach out to local celebrity
and retired New York Giant’s football star
Steve Weatherford. Steve was extremely
interested and excited by my pitch and
is now going to be on boarded to the
Lululemon Ambassador Program. Thinking
big and being bold on behalf of the brand
is my ambition.#STAY CONNECTED…
BE SOCIAL!
I was selected to be a part of the
Lululemon Athletica Social Media team.
My responsibilities include managing
the store website, curating content, and
posting community events/promotions
on the store mini-site directly linked
from the corporate web platform. In
addition to keeping the site updated,
I have also participated in a weekly
marketing initiative called “PN” or
Product Notifications. This social
promotion is intended to present a fresh
and relevant glimpse of the Lulu lifestyle
and generates interest for guests within
a designated region. I selected styles,
paired items, and coordinated the outfits
that I then styled for the photos (taken
with a professional camera) that were
posted. After the promotion went live, it
was picked up by a Lululemon corporate
outlet and shared nationally.
B R I T TA N Y A . S W E E N E Y
201-755-4982
Sweeneybrittany@gmail.com