Lululemon realized that yoga was more than just a series of poses inside a studio, but a guide to living a more purposeful life. While the physical activity of yoga was popular with middle-aged women, the attitude of living a purposeful life was universal. They wanted consumers who weren't interested in yoga to be able to connect with it through different expressions of yoga 'off the mat'. They did it in a simple, effective way, with a simple campaign line, "This is Yoga."

Their campaign came to life through seven documentaries featuring unique personalities from each community. Each documentary was accompanied by print and social assets with simple yet provocative imagery. They targeted each documentary to its unique community through social media, pre-roll, pTV, banners, OOH. These stories were spread to the media through targeted PR and custom editorial with media partners Refinery29, VICE, Complex and VOX. They also created a series of assets for their stores: store window decals, stickers, shopper bags, in-store videos and image galleries.

BUSINESS RESULTS: $2.3M in direct measurable .com revenue, 25% new visitation to the .com (our goal was 20%), a 10.1% point increase in brand awareness (2x our goal), and a 19.7% increase in share prices.

AUDIENCE IMPACT: 61 global press stories (185M+ impressions), 1B+ global impressions (within 2 months), 26MM video views (within first 3 weeks). The communities we reached ignited #ThisIsYoga resulting in 48K uses of the hashtag on Instagram.