In this October Lululemon started a campaign called “One more time” where they asked customers which favorite piece they would like to see in production again. After logging in to the game, customers could shout their favorite gear and then make their friends vote for it. At the end of the game, all the favorite designs could be voted on and the one with most votes would be brought back to production – one more time.
Here are the faces of the campaign:
Phase One – Nominations (now to Oct 18th)
Phase Two – The Final Showdown (Oct 21st to Nov 24th)
Phase Three – Sketchpad to ‘Shelf’ (Nov 25th to March)
This campaign provides a great example of using crowsourcing as part of Lululemon’s marketing. With almost 3 months now, Lululemon has been able to engage and attract their customers to join to active discussion. Not only have they been able to create a positive buzz around listening to customers and bringing back a beloved design, they are also securing future sales. After having received all those final votes as the winner product, it won’t be a surprise that this product will be an instant hit in the stores.
I would argue that using crowdsourcing and social media for creating these campaigns is cost effective and should be leveraged more. Why companies are not using them more often is probably due to lack of understanding of social media and the opportunities that it holds. Lululemon had a successful campaign that could be easily benchmarked by other clothing companies.
Can’t wait to see the campaign through and see the day when “one more time”- product finally hit the shells of the Lululemon stores across country. Will it be a hit? I would count on it.
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