Lululemon’s Social Media Presence During COVID-19

Through their capturing colors, consistent fonts and complex branding techniques, Lululemon has a very strong social media presence. Throughout the struggles of the COVID-19 pandemic, this brand performs as well as ever virtually on social media. Not only does Lululemon release new athletic clothing items that stun the internet during this time of increased online shopping, they also engage with different individuals and communities by leading several campaigns that work to better the world.

Throughout the hardships COVID-19 has brought us all, this brand appears to have integrated their social values into their social media strategy, advocating for the causes they support and issues they want to educate their fan-base on. I think this focus on awareness and education is what sparked their efficiency over the COVID-19 pandemic, since these efforts can create trust between the brand and consumer.

Among many campaigns, Lululemon launched an IGTV series on Instagram in June called “Proud and Present,” that spotlights certain LGBTQ+ individuals stories and captures their pride. This campaign is designed to give the LGBTQ+ community a place to voice their experiences and stories.

Also, Lululemon has a collection of stories on their Instagram profile called “Go Vote,” where they highlighted voting resources, pledged to donate to the Nonprofit, “When We All Vote,” and shared information about registering to vote. Taking an active stand on issues allows people to connect and relate to Lululemon, leading for better brand awareness.

In addition to several IGTV series and stories, Lululemon uses their Twitter to boost their athletic products by posting motivational sayings and exercise tips. In May, they tweeted “What’s one thing you did today that brought you joy?.” This level of engagement allows for a deeper connection with their community of followers, one that may impact consumers on a deeper level during a time of minimal interaction, like that of the COVID-19 quarantine.

As COVID-19 continues to affect the world, I believe Lululemon will remain active and involved in their consumer’s lives, as they have done so far on social media.