In October, Lululemon launched its “Wellbeing for All” campaign in China in celebration of World Mental Health Day 2022. The month-long initiative aims to inspire people to take positive steps towards improving their physical, mental, and social wellbeing together with the activewear brand’s ambassadors and community members.
The campaign was kicked off with a 3D projection on the iconic Shanghai Broadway Mansion, which was used to share wellbeing tips from Lululemon ambassadors. In addition to a digital Wellbeing Hub on its WeChat Mini Program where users can check in every day to practice healthy habits, various offline community events have been unveiled across the country. To make wellbeing more accessible to those in need, the brand will also announce the five grant recipients of this year’s Here to Be program under its Center for Social Impact.
The positive response from shoppers demonstrates the strength of the Lululemon community in China. Teaming up with brand ambassador Cici Wang, actress Celine Jade, volleyball star Zhang Changning, singer James Lee, and marathon runner Mao Daqing, the campaign deftly engages a range of local communities including sports, music, and entertainment.
The video campaign featuring the 3D projection on Shanghai Broadway Mansion generated 1.8 million views within four days, and the campaign hashtag #WellbeingForAll has racked up almost 350 million views as of publication. Many Weibo users commented that the activities on the WeChat Mini Program have been nearly fully booked.
The “Healthy China 2030” scheme has shaped the country’s fitness and sportswear sectors since President Xi Jinping put health at the center of policy making in 2019. But even before Beijing pushed the agenda, Lululemon had been dedicated to building local communities and ambassador groups through organizing complimentary sports gatherings and tutorials. Alongside signature yoga classes, other offerings include pilates, training, cycling, hiking, and frisbee lessons, which are all available to community members.
These programs offer some relief to Chinese consumers who experience anxiety and stress in all areas of their lives, from their workplace to their relationships. Struggling against the ongoing “996” burnout culture, urbanites have started to question whether their hard work is worth it — reflected in the recent shift from “Neijuan 内卷” (meaning intense domestic competition) to “lying flat 躺平” (the desire for a slower lifestyle).
Lululemon’s approach to these social trends is very agile. Instead of focusing on the outdoor activities that have seen booming popularity this year, the veteran in brand building opted to underline the importance of wellness, encouraging people to prioritize their personal health over following the hype.