The document outlines lululemon's holiday campaign strategy focusing on the #thankmore movement to promote gratitude during the shopping experience. Key objectives include building brand awareness, enhancing customer engagement through social media, and creating a stress-free shopping experience, supported by local store initiatives and e-commerce tools. The campaign aims to empower guests with positive emotions and facilitate meaningful connections through gifts that express gratitude.

1. lululemon holiday
Presented by Shirin Escarcha, Christina Guan, Ditha Kamaruddin, Eunice Lam
campaign

2. agenda
analysis
objectives
campaign idea
implementation

3. marketing environment
Trends in Holiday
Shopping
• Shift to mobile
• Constantly connected, savvy
shoppers
• More value conscious
• Increasingly seeking gift ideas
on social media (from 65% in
2013 to 76% in 2014) (Macleod,
2014)
• Growing influence of peer
recommendations/word of
mouth

4. • Marketing fatigue
• Diverse market segments
of the market
(geographic, gender)
• Increased competition
from brands like Athleta,
Under Armour, etc.
key considerations

5. Strong product
Fun and humorous brand personality
Investment in 1 on 1 relationships with guests
lululemon’s strengths

6. Inspire, challenge,
educate and delight
guests
Make the shopping
experience as
stress-free and fun
as possible for
guests
Build brand
awareness and
brand preference
Repair trust with
guests and build
new relationships
with potential guests
objectives

7. “Positive emotions… can transform people into being more
creative, effective, socially integrated, and healthy.
In short, positive emotions help people to thrive.”
Gratitude

8. #ThankMore

9. To spark a movement of
gratitude, encouraging
appreciation and
therefore greater holistic
well-being
To encourage guests to
seek out the perfect gift
to express their
gratitude for friends and
family
#ThankMore

10. • Providing
valuable content
• Engaging and
delighting
guests
• Creating a
smoother and
more supportive
shopping
experience
online
• Empowering &
trusting stores
to carry out
local strategy
• Promoting
gratitude and
reflection via
educators
In-store Community
Social
Media
Ecommerce
360
experience

11. in-store
• Shift in-store conversations
and culture to revolve around
gratitude
• Who are you buying for?
What makes them special?
• Train educators to have these
conversations with guests
• Emphasize gratefulness in
bulletin boards and goal
setting
• Provide special holiday cards
to guests

12. community
• Trust and empower local
stores to implement
#ThankMore branding
relevant to their local
communities
• Ex. Host #ThankMore get
togethers
• Reach out to local
ambassadors to share the
message of #ThankMore

13. •Make holiday shopping
easier by adding “Educator
Live Chat” to the lululemon
app
•Advertise the Educator Live
Chat function on the website
more
•Increase online Educator
presence throughout the
Holiday season
e-commerce

14. social media
LAUNCH VIDEO CONCEPT:
Take two people into a green space,
sit down, read list of what they are
thankful for about each other.
A diverse mix of ages, genders,
friends, couples, etc.
WISHLIST VIDEO CONCEPT:
Use social listening tools to seek out
loyal guests and surprise them with
presents they might have indicated
they wanted in previous tweets.
Our own way to #ThankMore.

15. social media
CAMPAIGN MICROSITE
• Main video
• Ambassador
spotlights
• Featured products
• Live feed of
#ThankMore user-
generated content
• #thankmore
challenge

16. #ThankMore Challenge

17. social media
Blog
content
Facebook
Twitter
Pinterest
Microsite
Product
SpotlightVideo will drive
people to our…
Ambassador spotlights
Lifestyle content related
to gratitude
#ThankMore Challenge

18. social media
Facebook
• Share blog
content and
guests’ stories
of gratitude
• Respond to
guest questions
• Use of targeted
Facebook ads
to reach new
guests
Twitter
• Use social
listening tools to
engage with
customers
mentioning
lululemon and
#thankmore
• Encourage
guests to tweet
for advice on
finding the
perfect gift
• Differentiated
content strategy
for
@lululemonmen
Pinterest
• Start a
#thankmore
inspiration
board w/ ideas
on how to
express
gratitude
• Share visual
content from
blog (e.g.
quotes)
• Gift inspiration
boards for
yogis, runners,
etc.
Instagram
• Encourage
guests to tag
photos with
#ThankMore
• Regram user
generated
content (with
permission)
• Share visual
content (e.g.
quotes)
• Differentiated
content strategy
for
@lululemonmen

19. back to our objectives…
Inspire, challenge,
educate and delight
guests
Build brand
awareness and
brand preference
• INSPIRE guests with valuable content
and stories distributed via social media
• CHALLENGE guests to live more
grateful lives
• EDUCATE guests about the importance
of gratitude and about products to help
them find the perfect gift
• DELIGHT guests through 1:1
interactions online and in-person
• Social & media buzz about the campaign
will build greater awareness of lululemon
and positive brand recognition
• Emphasis on lululemon value proposition
throughout campaign will differentiate it
from competitors

20. back to our objectives…
Make the shopping
experience as stress-
free and fun as
possible for guests
Repair trust with
guests and build new
relationships with
potential guests
• Increased educator support on mobile app
and online will help guests find the perfect
gift
• Social media engagement with guests will
bring fun to the shopping experience
• Orienting educator-guest conversations in-
store towards what one is thankful for will
make the experience more enjoyable
• #ThankMore is a universal and catchy
message that resonates with a wide
audience
• The campaign indicates a desire to
authentically improve the well-being of
guests
• Shows that lululemon is invested in
building strong relationships with guests

21. Be thankful for what you
have; you’ll end up having more.

22. thank you
any questions?

23. APPENDICES

24. timeline
Online Initiatives: Mid November – December
• Micro-site is released and mentioned on all other lululemon
outlets
• #ThankMore Pinterest Board is launched
• Campaign introduction video is released
• “Gratitude Calendar” is released on all digital outlets
• Filming for “Gift Surprise” video begins
• “Ambassador Spotlight” weekly release begins at the end of
the month
December 24: “Gift Surprise” video is released
In-Store: Mid November - December
-New Educator gratitude strategy
-#ThankMore Gratitude postcards is launched

25. References
Macleod, Ishbel (2014). Infographic: 76% use social media for holiday gift discovery. The Drum.
Accessed March 15, 2015.
http://www.thedrum.com/news/2014/12/18/infographic-76-use-social-media-holiday-gift-
discovery