1. CLIENT SUCCESS STORY
GOAL
SOLUTION
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Inspire Sustainable Support Network
lululemon athletica needed to create a community that stretched far beyond race day.
Training and running doesn't stop at the finish line, so they aimed to continue their
presence in the conversations organically occuring among their engaged runners. By
identifying and connecting with influencers and top participants, they hoped to fuel these
conversations and continue to encourage participation as leaders in their community.
Delight with Community Displays
Putting posts by their runners in the spotlight on the SeaWheeze homepage, lululemon
homepage, massive screen on race day and beside performers at the Sunset Festival
proved the importance and effectiveness of recognizing their guests. Highlighting guest
success, memories and moments inspired runners to get involved and join the virual and
actual SeaWheeze community. Smart moderation dictated which social media posts
appeared on various displays and pages, creating unique and engaging experiences on
every touchpoint. Like-minded guests used the screens and online feeds to share tips and
inspiration with each other before, during and long after the half-marathon was finished.
Audience Amplification
for every post author
1725x
Increase in posts
compared to 2013
30%
Potential People Reached
on Twitter & Instagram
6,900,000+
“
”
We heard so many runners in the
corrals pre-race and at the Sunset
Festival reminiscing when they
saw their images on the screens.
You can’t ask for a better reaction
than two strangers connecting
over a shared brand experience.
BEN TURNER,
Curating Active
and Lasting
Communities
lululemon SeaWheeze 2014 inspired 30% more
conversations on social media than 2013 by
bridging online and offline communities in real
time with curated fan content displays.
lululemon athletica
Brand Community Specialist