Lululemon holiday campaign values presence over presents

Retailer reminds consumers to slow down, unplug, and savour the moment

“Give Presence,” a new holiday campaign from Lululemon, is a reminder to slow down, unplug, and savour the moment.

The campaign centers on a three-minute You Tube video, #givepresence, which, since being posted on Nov. 18, has racked up nearly three million views. Featuring a number of yoga and meditation instructors, along with professional snowboarder and “Love Your Brain” founder, Kevin Pearce, the video asserts the greatest gift one can give is their undivided attention.

Jean-Marie Shields, vice-president of global brand for Lululemon told Marketing the campaign is both a way of reminding people to live in the now, and a push to appreciate and remember what matters most — spending time with loved ones.

“The importance of being present in the moment and spending time with those who are important to you is part of our culture, as well as inspire others to spread others to do the same during the holiday season,” Shields said.  “We’re constantly evolving, and the Give Presence campaign message is about placing our community values front and center and connecting it with our online experience.”

The Canadian retailer is looking to create “a global movement that reaches beyond any specific target market,” Shields said, and is encouraging its stores and showrooms around the globe to express their own interpretation of the “Give Presence” message. On Dec 3, a store in Vancouver held a 12-hour meditation event, and three stores in the Detroit area collaborated to fly a banner that read “Look them in the eyes. #givepresence” over the city’s American Thanksgiving Day Parade.

The brand is promoting the campaign across its social channels and has created a dedicated site where visitors can view and buy new products, and read interviews with individuals like athlete Amanda Bisk, and professional hockey player Andrew Ference, who Shields said, “exemplify Give Presence.”

Lululemon has also collaborated with four international artists to create “Give Presence” artwork, store window design and greeting cards. The brand partnered with Felt — an app that turns an e-card into a handwritten, tangible card — and will be giving away cards to its in-store customers, as well as fellow Felt users.

Shields didn’t comment on whether “Give Presence” is an attempt at damage control for the brand, which this year saw a recall of too-sheer yoga pants, and its founder and CEO Chip Wilson resign.

“Give Presence” will run until the new year.

Brands Articles

30 Under 30 is back with a new name, new outlook

No more age limit! The New Establishment brings 30 Under 30 in a new direction, starting with media professionals.

Diageo’s ‘Crown on the House’ brings tasting home

After Johnnie Walker success, Crown Royal gets in-home mentorship

Survey says Starbucks has best holiday cup

Consumers take sides on another front of Canada's coffee war

KitchenAid embraces social for breast cancer campaign

Annual charitable campaign taps influencers and the social web for the first time

Heart & Stroke proclaims a big change

New campaign unveils first brand renovation in 60 years

Best Buy makes you feel like a kid again

The Union-built holiday campaign drops the product shots

Volkswagen bets on tech in crisis recovery

Execs want battery-powered cars, ride-sharing to 'fundamentally change' automaker

Simple strategies for analytics success

Heeding the 80-20 rule, metrics that matter and changing customer behaviors

Why IKEA is playing it up downstairs

Inside the retailer's Market Hall strategy to make more Canadians fans of its designs