Inspire Your Customers
Inspire Customers: Learn from lululemon
Yogawear company lululemon is all about living well. The brand’s Instagram stream captures yogis in impressive poses and preaches inspirational wisdom (see also: the lululemon manifesto), driving home the point that you can do anything when you put your mind to it. To many consumers, wearing Lululemon is akin to a badge of honor, practically saying, “my body is a temple, and it can do amazing things.”
So a couple months ago, the brand partnered with Olapic to collect images from consumers that represent #TheSweatLife — users were asked to tweet or Instagram photos of them getting their sweat on, and these images are displayed on a subsection of the brand website. These crowdsourced pictures show people pushing the limits, contorting their bodies and exploring the world in lululemon gear; like the brand itself, these images are simultaneously inspirational and aspirational.
“We created the program as a way to connect with our guests and showcase how they are authentically sweating in our product offline,” says Lesia Dallimore, brand manager at lululemon. “We see it as a unique way to bring their offline experiences into our online community.”
In addition to #TheSweatLife, there are also hashtags for specific products, like #wunderunder or #groovepant. When you click on a picture tagged with one of these hashtags, the site directs you to product pages, where customers can easily purchase items shown in the photos.
To date, the brand has received more than 7,000 photos via Instagram and Twitter, and the main #sweatlife gallery has had more than 40,000 unique visitors since launch.
Lesson: A loyal community is a powerful thing — highlighting customers who live your brand makes others want to live your brand, too. Encourage customers to snap photos that capture your brand values, and synthesize them into a Facebook cover photo, a T-shirt design or art to decorate your store. When choosing a hashtag, include a key brand value with broad, organic applications (see also: Tiffany & Co.’s #TrueLovePictures and Nike’s #MakeItCount).
by Lauren Drell