Meta Case Study:
Lululemon Chargefeel

For lululemon’s chargefeel, an evolution of their blissfeel shoe launch campaign—shifting them from just athletic wear, and becoming a serious contender in the footwear category.

Some background: Women participate in multiple sweat activities per week. The task was to show people around the world that a shoe exists that’s ready to keep up with them across their holistic sweat life. So by working with their existing ambassador network (2000+ athletic women of all skill levels), lululemon wanted to inspire women from all walks of life to embrace what they love to do—move.

Creative concept: 'The shoe that’s aways on’ campaign captured the philosophy that a women’s athletic shoe should be created with a woman’s foot in mind—as well as showing the versatility of the shoe, switching between various activities & workouts throughout a woman’s day.

Objective: Continue to build awareness of lululemon’s foray into athletic footwear and ultimately drive conversion with a full-funnel campaign with In-Feed Video, Interactive Polls, Creators, Reels and an Instant Experience (IX).

Results: Poll Ads showcased the design details and extensive colour ways, while the IX and Creator Reels allowed for personalized and detailed storytelling around the shoe design and performance, and resulted in a 4.1x return on ad spend.

Client: lululemon
Agency Partner: Miniac