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lululemon athletica
Social Media Style Guide
Table of Contents
Brand Voice/ Personality 3
Audience 3-5
Dos and Donts 6
Branding with the Logo 6-7
Social Media Topics and Categories 7
Creating Engaging Posts 8-10
How to Engage 11-12
How to Schedule 13-14
Budget 15

BRAND VOICE/PERSONALITY

Brand Voice and Personality: Fun, informative, sophisticated, hip, humorous,

active. Remember who you are!
AUDIENCE
Audience: Target all ages, active community leaders, sweat lovers, brand obsessed
lemons, all high school and collegiate athletes, and sports teams. Remember to Duke
and Ocean, lululemons primary audience examples whom are very fortunate 30
year olds who love the outdoors, yoga, and lead healthy, educated, loving live.
Corte Madera Store Specifically young mothers and fathers love our product.

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Duke:

Ocean:

DOS & DONTS

Dos:
Capture lululemons voice and brand personality be sophisticated,
effortlessly hip, and confident in product
Feature product images that link back to product notification" pertaining to
specific stores
Promote lululemons activity in the community
Community event forum for lifestyle activists
Relate posts back to our ambassadors, the women and men that are currently
representing lululemon athletica in the local community
Yoga, Yoga, Yoga!
Use consistent pictures, links, articles, and reference posts
Create original content and use only the clearest pictures to describe and
showcase our events and programs featured in the store and the community
Connect and interact with customers and approved stakeholders
Using correct grammar, punctuation, and spelling is mandatory in all posts
Donts:
Avoid reference to specific athletic brands: Crossfit, Zumba, Baare Method,
and SoulCycle
Exercise caution when relating product with activities outside of yoga. run,
cycling, boxes. Avoid out of house brands.
Avoid articles or links that promote competitor brands (ex: Nike Womens
Half Marathon)
Steer clear of using celebrities to represent our brand. This is fine for our
guests to notice but not for us to broadcast.
Do not highlight markdowns, or even worse, sales
Use unlicensed images from Google or other sources
Using photos that are have a bad resolution or showcase unwanted hangtags
or security devices
Do not over post links, and avoid the spammy feel that tends to happen on
retail webpages
Writing like how you would on your own personal Facebook is
unprofessional
Incorrect punctuation, spelling, or grammar is undesirable

BRANDING WITH THE LOGO

Logo and Image Guideline:

Use only high-resolution logo and product images no pixelated images
Only use approved logos, product images
Use brand consistent images and bright complimentary colors
Here is a detailed list of Logo Donts:

Brand Color Guidelines:

All colors must actively complement product images
Logo Colors: Black, White, Lululemon Red: Pantone 186
Typeface: Helvetica
Social Media Topics/ Categories:
Activity in Community
Healthy Living
Sports Wear
Washing Care
Safety Instructions/ Guidelines
Product Promotions/ Community Outreach Events
Product Notification
CREATING ENGAGING POSTS

Photos: There are many places to find photos perfect for your social media posts.
There are many to choose from on the inside voice company page, youlu.com. But
here are some more ideas:
Ambassadors are perfect for photo shoots in our product anywhere, in store,
in classes, on trails, or elsewhere in the community
Ask guests in the store if you can take a photo of them in their desired outfit
Take photos in the community at workout classes
Shout out to women and men that killed it in a specific workout class that day
Take photos of you and your fellow lemons in the community
Use photos from a recent or past community event
Canva: Canva makes design simple for everyone. Create designs for Web or print:
blog articles, presentations, Facebook covers, flyers. Posters, invitations, and all
social media. Its as simple and drag backgrounds, icons, and photos (after
uploading).
How to use:
Use this site, canva.com, when creating valuable images to share on social media and
in store.
1. Go to cana.com
2. Pick a canvas, preferably the social media designed platform

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3. Upload preferred photos to the upload tab located on the left hand side

4. Use the search bar to look for specifics to place on your creation *be aware of
costs!
5. When finished, use the download image button in top right hand corner

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6. Select image, and allow time for downloading

7. Once downloaded, fish image (PDG) out of computer files and resave with
specific name and as a JPEG to the lululeom folder. Then you are ready to
schedule!
Finding related links:
Refer to lululemons Blog for links to healthy food, style guides, workouts and
more
Follow and link back to blogs from community members that focus on
athletic and healthy lifestyle features
Online newspaper articles (make sure the source is legitiment)
Link to local studio and gym websites

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HOW TO ENGAGE
Facebook: Facebook is a personal social platform that allows users to follow
businesses and other people mostly friends, family, and some brands. Posts have a
half-life of around one day and are shown to a proportion of fans based on
engagement rates from a small sample size.
Recommended posting frequency: 1 per day
Recommended prime posting hours: 10am and 3-5pm
Ways to Engage: Share articles, post interesting/ relevant information. Promote
sales, and interact with stakeholder Facebook pages:
Liking status updates
Commenting on status updates
Liking comments on status updates
Tagging people or business in status updates with an @ symbol
Sample Post:

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Boosting Posts: There are many benefits to boosting a post. Paying fro this feature
creates a foundation for more posts to be viewed by more people. The post become
a primary focus on the news feed, and more Facebook users will see the post than
previously.
Username:
Password:
Instagram: Instagram is a mobile-only social media platform that is perfect for
sharing day-to-day activities and stunning photos and videos via live mobile update.
Each post must have a photo or video, which makes Instagram great for showing
visuals for employees, products, facilities, and growing brand awareness. All videos
must be less that 15 seconds long
Recommended posting frequency: 1-2 /day
Recommended prime posting hours: Mid-day, 12-4 pm
Ways to engage:
Liking other posts
Commenting on other posts
Tagging others in posts and comments by using an @ symbol
Using hashtags
Sample Post:

Username:
Password:

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HOW TO SCHEDULE
Hootsuite: Hootsuite is a social media management system for brand management.
The systems user interface takes the form of a dashboard, and supports social
networking integrations, which allows advanced planning and scheduling for posts.
How to:
1. Open Hootsuite
2. Select the lululemon appropriate social media tab. This will transfer to a page
that features the previous posts feed, the scheduled posts feed, and the
pages current news feed featuring friends and followers.

3. Create a post that uses the sweet vibes that describe our fun and active
company and community!
4. Place the created post into the Compose Message box on the top of the
page.

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5. Select the social media in which you are hoping to post to. You can also
choose multiple social medias to post simultaneously
6. If attaching a link copy and past the link into the Link box and press shrink.
The link should then be tacked onto the previously created post. Make sure
to search the thumbnail pictures for the perfect one to showcase the featured
link. You can use the arrow buttons to find the perfect one.
7. If attaching an image, use the attachment tab and upload a photo form your
desktop or computer file. It might take a minute so be patient.
8. If adding a location, use the location tab and type in the specific address to
attach. An image should show up featuring the location.
9. Lastly, decide the date and time that this post should be posted. Take into
consideration the previously scheduled posts feed. Do not double schedule or
schedule more than two posts a day.
10. After, log the time and date posted in the social media calendar.
Username:
Password:

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BUDGET
Soocial Media Costs:
Boosting Posts
Photo-shoots
Product Testing
Time Paid
The Budget on the main computer is divided into categories.
External Spending: The category social media budget is held in and reported on is
the External Spending. Normally our monthly cap is on $1,200. A majority of that
money is spent on other things such as flower, refreshments, and other amazing
things for our quests. After all these regular purchases are made throughout the
month the balance comes to $300. That is $300 that is to be spent among the
managers external and guest experience uses.
Product Testing Expenditure: Product Testing is a valuable asset to the lululemon
brand. Essentially it comes down to giving away our merchandising to allow a guest
or potential guest try, asses, and give feedback on specific pieces. The monthly
budget for Product Testing is about $500. Rarely is this surface ever scratched due
to a lack of knowledge about the budget. Social Media is responsible for excessively
moving merchandise through product testing on and off the floor. By attending yoga
classes with a free yoga matt, or bringing a gift card to a peer who killed it in
Soulcycle, or even a guest in store who loves a product and cannot afford our
product. Make sure to take advantage of these circumstances by posting the
delighted guest to Facebook or Instagram to encourage more of the community to
sweat with us.
How to Add to the Budget: Easy and simple. Just find the budget in the shared
documents file and add the exact cost to the category it falls under. Fill out all
necessary information asked for and SAVE! Always save your changes to the
document!
Time Paid: lululemon takes great care of their lemons, so please dont spend any of
your own time on social media. All time spent on social media, must be recorded
through eTIME. Email the exact time worked to ----@lululemon.com to receive
credited hours.