Lululemon, known around the world as a brand that makes the best yoga pants priced at $98 per pant, has created one of the best cult followings in the health and fitness industry. Stroll into a Lululemon, and you know their mantra, corporate culture, and focus on supporting local yogis with their community vision board. This brand has figured out how to catapult themselves into the fitness industry as the high-end luxury workout pant that every woman should own. The Vancouver-based company, known for its edgy marketing decided to make a version of the “S*** Girls Say” by creating a video called “S*** Yogis say.”
This video features many phrases that regular customers of Lululemon would normally say while at yoga. Some examples are, “I feel so balanced right now…I need a coconut water.., etc.” Although there has been backlash regarding many of these videos, Lululemon succeeded in strengthening its connection to its strong cult following – adding a touch of humor to their brand. In addition, customers of Lululemon pushed this video to go viral, as they loved the way it subtly incorporated Lululemon products, without having to ever say the word Lululemon.
Instead, the brand took out the “Buy my product” nature that marketing tends to steer towards, and focused on what their actual consumers think about. Branding is about making your customer feel welcomed into your culture, and feel that they are part of the brand itself. In addition, this video helped to show that Lululemon customers can make fun of themselves. Lululemon features its products on the yoga mats, and clothing of the main women in the class. This video is a great example of how a brand thought outside of the box, and into the mind of its customers – about 1.5 million customers!