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Branding with emotion and giving presence this holiday season

Two much-loved global brands (with Canadian roots), Westjet and Lululemon, take the spirit of the season awards this week for marketing initiatives that stand out in a month traditionally fueled with excess and consumption madness. Hot on the heels of Black Friday and Cyber Monday comes Lululemon’s holiday campaign “Give presence,” as well as the third in a trilogy from Westjet’s holiday miracle series.

Lululemon holiday campaign values presence over presents

I received a link to the Lululemon video last Monday from a loyal newsletter reader Jill, who said it hit her like an emotional brick that morning. Jill notes, “I had spent the day at work in front of two computer screens and my cell phone. At home I found myself with the TV on, laptop open, iPad and iPhone in each hand, catching up on emails, social media, and grabbing up Cyber Monday deals online for Christmas. I went to bed feeling overwhelmed.” I wonder how many of us can relate? And when she woke, she found (yes somewhat ironically since it was shared on social media), this video from Lululemon about giving presence instead of presents. It was a mirror resonating truth.

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The #givepresence campaign features a number of yoga and meditation instructors and asserts that the greatest gift you can give this holiday season is your undivided attention. My favourite quote is by friend Daniel Laport, who states, “Everything that’s on your plate, you said yes to.” Isn’t that the truth? The video is currently sitting at 3.4 million views.

In a world of personal devices, and multi layered conversations online, it simply asks us to look up and give the moment you are in, your full presence. It seems like such a simple message, but one easily been forgotten in our busy and connected world. What makes it so powerful for the Lululemon brand, is that it is congruent with their existing brand values. Make no mistake, it is a marketing play, but they own the position with some authenticity, having wrapped the brand in their “Manifesto” of statements such as “Dance, sing, floss and travel” and “Friends are more important than money” since they launched. Individual stores are being given the freedom to envision how to embody the spirit of the campaign. That could be as grand as offering a customer a flight home for the holidays if they mentioned they weren’t seeing family this year, or something as simple as offering coffee to a guest on a cold day. They are also using unbranded hand addressed greeting cards to help spread the message of #givepresence.

Westjet:

After striking holiday gold with their Christmas miracle campaign last year, Westjet is back again for a third year, this time bringing presents to people in the Dominican Republic. But you could argue that they too were bringing presence, since the move is far from just a shallow marketing ploy. Westjet has been supporting the communities in the Dominican for some time building houses and giving back. Their “presence” in the country is genuine. Although I had spotted this one early in the week, once again a loyal newsletter reader, Victoria, had alerted me to it. Seems she had a soft spot for Westjet too, since the company supports the Global Initiatives program at Carson Graham, a high school in North Vancouver that has students participate in building homes in the Dominican Republic also.

If you somehow missed the 2013 Christmas Miracle, you can view it here. Last year, guest boarding a plane were given the opportunity to talk to Westjet’s blue Santa on screen in the departure lounge, and tell him what they would like for Christmas. Once the flight departed, Westjet employees at the destination city frantically shopped and wrapped the gifts, so they could be delivered down the baggage carrousel to the surprise and delight of passengers at the arrival city.

westjet-christmas-dominican_horseThis year they bestowed gifts to the people of Puerto Plata, one of the four destinations Westjet services in the Dominican Republic. Airline staffs have been visiting the community for several years to build houses in partnership with Live Different. This year they staged a beach party for locals, where after having talked to Santa electronically the previous day, they were treated to the arrival of gifts. What made the gifts so touching is how they differed so dramatically from the flat screens of last year (although I’m still getting over the guy who asked for socks in that campaign). This year, we see the arrival of a washing machine, a car engine, and a horse.

Westjet_Dominican_washingMachineThese are all items that arguably will benefit many, and in some cases fuel the well being of an entire community. At the end, blue Santa reveals one last gift, a playground for the community’s children. The campaign is centered on the company’s ties to the community. That is what makes it genuine. View the 2014 Dominican campaign here. It had posted over 2.5 million views within the first 5 days. It’s also interesting to hear the back-story on why they did it. View here: “Why we did it” video.

Three commons themes run through both of these campaigns:

  1. Both companies owned the positioning and values portrayed with authenticity. Their actions were congruent with their history, making it more than just a marketing ploy.
  2. The campaigns touched an emotional trigger. Share of mind is good, but share of heart is better.
  3. Both campaigns are about doing something for others, which inadvertently benefited them, but that wasn’t necessarily why they were doing it in the first place.

As increasingly businesses realize there is value in positioning around social responsibility or charity, I think it’s critical to note the importance of authenticity and actions being a reflection of existing company values. Well done Lululemon and Westjet, two Canadian global brands that can do us proud!

 

Mary Charleson

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