From the Floor

This one started during my shifts at lululemon. Guests weren't asking the brand account for advice, they were asking us. Not "which leggings should I buy," but "which ones actually stay up during a marathon." They weren't looking for product information. They were looking for trust.

lululemon's strongest content resource produces zero content: the educators guests trust every day. Every trust-building conversation on the floor disappears the moment it ends. The question was how to create content from the community instead of just for it.

Ongoing observation during my own shifts as an educator, logging the questions guests actually ask, fitting-room interaction patterns, and run club conversations, cross-checked against what lululemon's own social accounts were actually posting.

Campaign: Ask an Educator. Series: From the Floor. Built four content pillars: Educator Picks, Fitting Room Real Talk, Behind the Store, Community Stories.

Sourced every piece of content from real guest questions logged on-shift, not a brainstorm room.

I expected guests to be most interested in product. Instead, most conversations started with identity: what they do, how they live, what they want to feel confident doing. The product was simply the tool that got them there.