The Lululemon ambassador programme
The Lululemon ambassador programme
A great example of how to develop a marketing tool that money can't buy
For this week’s case study, we decided to focus on one of our favourite examples of an effective ambassador programme – Lululemon. You probably know them already - the Canadian athleisure wear brand, launched in 1998, grown from a family-run store to a global publicly listed brand with annual turnover of over $6Bn US.
We chose Lululemon because it’s an example of a global offering with a local growth strategy, or as they like to say, global results with a local feel. It’s well known for empowering its local stores, giving significant autonomy to its store manager - treating them much like entrepreneurs of their own business. The company is willing to do this because they trust the people on the ground to know best what their community wants. So, if you have seen a Lululemon store on your travels, you might have noticed that each has its own individual “vibe”.
Their very effective ambassador programme is an extension of this positioning. Store managers approach local trainers and yoga teachers to join the programme to provide feedback on, and also to showcase, the products.
When we spoke to some of these ambassadors, it was clear that the programme went way beyond getting some free kit, however. These people are fully invested in the scheme - much more than they would have been if they had just been sent some nice yoga pants and cool tops.
First, they are laser-focused on who is part of the scheme. Lots of people buy from Lululemon but they wanted to connect with people who have a following and who know, and are known in, the local community. Yoga and fitness teachers were a perfect cohort –yes, they could show off their products effectively, but they were also on the ground connecting with potentially large groups of people.
Key take-away – think how your programme can reach a wider audience. Be strategic about who your perfect ambassador candidate might be so they can provide some tangible onward reach.
Ambassadors are then only invited to join after a level of connection has been made between the store team and that particular customer. It’s definitely not a case of blanket invites to all yoga teachers in the area. One person we spoke to didn’t even know about the ambassador programme but had been going to the store regularly, got chatting to the team and over time had built a relationship with them. Only after that was the invitation extended.
Speaking about her experience, one UK ambassador said “I think the main draw for me to join the programme was the fact that we had already mutually developed a strong relationship prior to the mention of Ambassadorship - it was an easy sell because the trust between me and the staff in store had grown over time.”
Key take-away – build trust and develop an authentic relationship with those who might become your ambassadors.
The programme is also well structured. Lululemon never says, “We’d love you to support us in whatever way you can.” People who agree to join go through a clear and structured onboarding process. They know what to expect and there is a clear and personal pathway for them to follow. The programme is also time-limited – a 12 month term.
Take-away – clear, structured, transparent onboarding process and term limit.
When speaking to ambassadors, the overarching sense we get is that this is a two-way relationship. They recognise that Lululemon is getting something from their support but equally ambassadors feel they gain something personally and professionally too. We heard ambassadors saying they felt “supported” (remember, they usually have their own business, initiative or offering), that they feel they have a genuine friendship with the team and that they felt trusted. And that personal touch is key – none of them felt like they were one of many. You got the sense that they really do feel personally supported and involved.
Key take-away – it’s a two-way relationship. Ambassadors need to feel they are being supported and will achieve their own goals as well as helping the brand.
So in summary, yes they appreciate the generous amount of kit they are given, but it goes way, way beyond that. Lululemon has recognised that to get real advocacy you must be just as interested in your customers as you need them to be in the your products. That’s when the spark jumps the electrodes and you create a marketing tool that money can’t buy.
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