Marketing Excellence Awards 2023 Singapore
lululemon unveils Instagram activation to raise awareness on wellbeing

lululemon unveils Instagram activation to raise awareness on wellbeing

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Lululemon has unveiled an Instagram activation to encourage all to share what being well means to them by joining in the “Add Yours” sticker chain initiated by lululemon on Instagram.

For each entry, lululemon will donate HK$20 to support local mental health charity, Mind HK. Through this collective sharing, lululemon aims to raise the local community’s awareness on mental health and empower all to speak openly about this topic. 

The campaign has invited celebrities to take part in the sticker chain activation and share their take on what wellbeing means to them, including Serrini, Endy Chow, Ivana Wong, C AllStar, Jay Fung, Yoyo Sham, Cloud Wan, Vincci Cheuk, Chan Wing Him, Mike Lau alongside local athletes, including Hong Kong Olympic fencers Ryan Choi and Shawn Cheung, Hong Kong Olympic swimmers Camille Cheng, Jamie Yeung, Karen Tam and high jump athlete Tiffany Tang. They will also change their profile picture to the World Mental Health Day icon, encouraging fans and the wider community to join in.

With a goal of reaching 5,000 shares, lululemon hopes to mobilise the community and donate up to HK$100,000 to Mind HK in support of their work on mental health. As one of lululemon’s partners from its social impact programme "Here to Be" since 2020, Mind HK upholds the mission to ensure no one has to face mental health problems alone through providing mental health education and assistance to the Hong Kong community.

Public can now join the activation by downloading the two Instagram story templates available on lululemonhk's Instagram and share what being well means to them. They are also encouraged to tag their friends and family to do the same, inviting more people to participate in this important conversation about mental health.

Back in August last year, lululemon has unveiled what it claims is its largest, fully integrated global advertising campaign titled “FEEL”. Launching on 17 August across Asia, the campaign is built on the brand’s long-standing belief that “the better you feel, the better you’ll perform”, and aims to shift the perception of what it means to be well. Done in collaboration with Droga5, the campaign will run until the end of September in Asia.

In a crowded activewear category that is often more focused on what people do, lululemon said that it seeks to simply invite people to feel. The campaign, therefore, aims to introduce lululemon to new audiences with a radically fresh and timely point of view that reshapes the cultural conversation around wellbeing. Lululemon is also making a conscious shift to grow beyond its core consumers and resonate more with its growing men’s community, international markets, and younger Gen Z target audiences. 

The FEEL campaign will include TV, online videos, OOH, digital, paid media, organic social, and retail in-store visual merchandising, influencer, activations and more across Asia Pacific, North America, and EMEA. Internationally, lululemon aims to quadruple its revenue by 2023 and will adapt the campaign per market. 

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