This year, Lululemon's holiday Christmas campaign is not about presents—rather, it encourages everyone to 'Give Presence.' In a fast-paced world where it's difficult to know where to focus your attention, it's easy to forget those who matter in front of you while you're constantly bombarded by incoming messages, texts, calls and other distractions.
Lululemon's Give Presence campaign is introduced by several yoga teachers, meditation instructors and renowned lifestyle guides like Gabrielle Bernstein and Danielle LaPorte. All of their messages is essentially the same—the best gift you can give someone this holiday season is your undivided attention.
With the #GivePresence holiday campaign, Lululemon collaborated with four international artists and Felt to create an app that turns e-cards into artful handwritten greeting cards that will be given away in-store to customers when shopping.
Key Themes Behind This Trend
- Presence Marketing
- Businesses can innovate their advertisements by shifting focus from physical gifts to being present in the moment.
- Mindfulness Gift-giving
- Companies can adopt a new gifting approach that emphasizes being mindful and present over the actual gift itself.
- Interactive Greeting Cards
- Introducing creative ways to give greeting cards, such as turning e-cards into artful handwritten ones, creates new opportunities for gift-giving in the digital age.
Where This Applies
- Retail
- Retailers can shift their holiday marketing strategies to focus on meaningful presence gift-giving to stand out in a crowded market.
- Gift-giving
- Businesses in the gift-giving industry can innovate their products and services by promoting mindfulness and presence over material gifts.
- App Development
- Developers can create new apps that facilitate inventive ways to give greeting cards and provide more personal touchpoints in a digital world.
