lululemon HK “wrongly” spends its marketing budget with 10 SMEs in HK

Hong Kong’s economy has been hit hard by the fifth wave of the pandemic as the city’s financial secretary Paul Chan admitted it will contract in the first quarter of 2022, with SMEs more vulnerable to an economic downturn , lululemon Hong Kong has formed partnerships with these companies. from various industries, none of which are sports-related, in the city to promote the “Be Well” message and encourage every citizen to stay positive.

The sportswear retailer recently decided to dedicate its marketing budget to 10 SMEs, including restaurants, bars and tattoo studios, giving them a source of income as many have been forced by the government to close their business or reduce operating hours. The retailer said it “wrongly” sponsored a post on SMB social pages to get the message “Be Well” across.

“The idea of ​​’Be Well’ is not just for yoga or sports enthusiasts. When we live a normal life despite the difficulties, we can all achieve it. We believe that this “bad” ad placement could lead to the right action,” the brand said.

For example, lululemon Hong Kong worked with a cafe”Teamin this campaign. With two stores in the city and only around 6,300 Instagram followers, the Crew owner said in the post, “Crew is about to celebrate its second anniversary. To be honest, leading Crew could probably be one of the worst choices of our lives. We founded Crew right after the first wave of the pandemic, but we also experienced the second, third, fourth and fifth waves.”

“It was the worst of times, but it was also the best of times when Crew had the opportunity to meet all of you… May ‘evil’ be the best mistake we’ve ever made in our lives,” we read in the message. .

TAP – The Ale Projectlocated in Mong Kok and Tsuen Wan, said on its social platform, “We appreciate lululemon Hong Kong’s decision to place an ad on our page. We will strive to offer special beers to local customers and create a relaxing atmosphere for them. Please live a good life, get drunk and pursue the good things in life in the midst of the toughest times. Be well!”

Stephen Chung, director of Hong Kong Secret Tourexplained the idea for the campaign, “We thought about how to create ads to lift the spirits of Hong Kongers amid hardship. We realized that emotional ads with big words are not something people are looking for now. So, we’re taking a different approach this time creating unconventional ads with positive energy.”

The campaign launched on April 8 at noon. Going forward, lululemon Hong Kong will continue to support the community and inspire people to take care of their holistic well-being. The brand is launching a seven-day “Rest and Restore” online retreat from April 8-14 with a series of wellness experiences to help people relax their bodies and minds.

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