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Lululemon makes some breathing room this holiday season

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  • Yoga-inspired apparel brand Lululemon launched “Breath All of it In,” its holiday campaign?utilizing its number of meditation and mindful breathing podcasts, on Nov. 10, depending on an argument distributed around Marketing Dive.
  • The five-part audio series resides by influencers including a writer, musician, peace ambassador, “spirit junkie” as well as some yoga instructors. Each part is focused on one area of mindfulness, just like peace, generosity, connectedness, calm and nothing, per the release.
  • The content articles are free on iTunes, Spotify, Apple Connect, Soundcloud, Facebook and also the Lululemon app.

In its latest move, the athletic apparel retailer is upping its content marketing game through an audio series that aligns while using the brand’s wellness message. This course comes just killing the busy christmas season, when Lululemon aims to present its consumers a basic break for meditation and breathing. By leveraging influencers while in the space for hosting the five-part series, the retailer adds an element of expertise for the audio content that fits using its larger efforts to give relevant, practical content for the consumers while helping it get in front of the influencers’ followers.?

Other campaign content, situated on the Lululemon?website, includes websites, instructional articles for yoga recommendations and lists in the top meditation apps. The information provides value for patrons while connecting all of them the emblem.

Audio content is a popular option for marketers to attain an ever more on-the-go audience via smartphones. Podcasts, notably, have increased clear that the Interactive Advertising Bureau released its first-ever IAB?Podcast Playbook?in August as guide for advertisers.?IAB?research forecasts podcast revenues to pass through $220 million this current year, representing an 85% increase over 2019.

Lululemon has taken a hands-on solution to audio marketing by creating its own content rather than advertising in third-party podcast. A lot of industry research on audio submissions are determined by third-party podcasts, marketers are also taking hold by creating their very own content, a lot like Lululemon’s holiday campaign. The benefit of podcasts for brands can it be is surely an intimate format pots no distracting visuals, Hollie Wegman, VP of marketing at Envoy previously told Marketing Dive.

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