The short answer: Augmentum Media ran nano and micro-influencer gifting for lululemon and produced $1.6M+ in earned media value in six months with zero influencer spend, from 7.1M+ impressions at a £2.49 CPM and 1,300+ creatives. The mechanism was sourcing depth plus relationship length: 500+ on-brand profiles discovered per month, a 60%+ opt-in rate to the campaign, content live within two weeks, and an average of 11.9 creatives per influencer.
lululemon is a global leader in premium activewear, known for its high-profile celebrity and athlete partnerships. While strong in paid influencer and celebrity activations, the brand identified a gap in its nano- and micro-influencer strategy. We built the solution, driving over 7M+ impressions at a £2.49 CPM through nano- and micro-influencers.
Finding, vetting, and managing smaller influencers at scale proved time- and resource-intensive for lululemon’s team. With high standards around diversity, authenticity, and brand alignment, they needed an agency partner who could reliably scale gifting and relationship-building while maintaining brand values.
Augmentum were trusted with this responsibility. We delivered.
The short answer: Augmentum Media ran nano and micro-influencer gifting for lululemon and produced $1.6M+ in earned media value in six months with zero influencer spend, from 7.1M+ impressions at a £2.49 CPM and 1,300+ creatives. The mechanism was sourcing depth plus relationship length: 500+ on-brand profiles discovered per month, a 60%+ opt-in rate to the campaign, content live within two weeks, and an average of 11.9 creatives per influencer.
lululemon is a global leader in premium activewear, known for its high-profile celebrity and athlete partnerships. While strong in paid influencer and celebrity activations, the brand identified a gap in its nano- and micro-influencer strategy. We built the solution, driving over 7M+ impressions at a £2.49 CPM through nano- and micro-influencers.
Finding, vetting, and managing smaller influencers at scale proved time- and resource-intensive for lululemon’s team. With high standards around diversity, authenticity, and brand alignment, they needed an agency partner who could reliably scale gifting and relationship-building while maintaining brand values.
Augmentum were trusted with this responsibility. We delivered.
How do you scale nano and micro-influencer partnerships without a bigger team?
lululemon’s internal influencer team focused on celebrity & paid partnerships
Nano/micro sourcing was underdeveloped due to time/resource constraints.
Maintaining hundreds of influencer relationships at once was operationally difficult.
lululemon needed top-of-funnel awareness, high-quality creatives, and long-term creator relationships… all while protecting brand image and maintaining quality while scaling.
How do you scale nano and micro-influencer partnerships without a bigger team?
lululemon’s internal influencer team focused on celebrity & paid partnerships
Nano/micro sourcing was underdeveloped due to time/resource constraints.
Maintaining hundreds of influencer relationships at once was operationally difficult.
lululemon needed top-of-funnel awareness, high-quality creatives, and long-term creator relationships… all while protecting brand image and maintaining quality while scaling.
How do you build a gifting engine that keeps creators posting?
1. Discovery & Alignment
Crafted multiple target influencer personas to match brand values across diversity, gender and audience.
Built an in depth influencer sourcing process to find profiles at scale.
Discovered 500+ 'onbrand' profiles per month, 100% of which matched with lululemon's internal quality guidelines.
2. Quick Activation
Had creator outreach live from week 1, achieving a 60%+ opt in rate to the campaign through tailored messaging crafted per persona.
Crafted personalised brand kits, guidelines and brief for different niches, guiding content creation that matched wider brand content goals.
Got creator content live within 2 weeks, securing usage rights to boost in paid for elevated content.
3. Continuous Gifting + Relationship Nurturing
Onboarded 50+ new creators onto the gifting program
Build deep brand-influencer relationships that led to the average creator creating 11.4 UGC creatives, with content still going live today from January giftings.
Nurtured trusting influencer relationships through warm, personal communications building real brand equity.
4. Adaptation to Brand Focus
Adapted seamlessly into lululemon's monthly marketing calendar, supporting with key dates and new launches through driving organic spikes in awareness and earned media by timed creator activations.
Consistently updated influencer targeting and briefing to align with wider brand objectives and internal efforts, becoming a true extension of the brand.
5. Affiliate Integration
Onboarded top creators onto the lululemon affiliate network to build long term content pipelines to support future brand work.
Turned one-off gifting into a consistent, steady pipeline of ongoing TOF awareness and high quality content for paid and organic channels.
What did nano and micro-influencer gifting deliver for lululemon?
$1.6M+ Earned Media Value in just 6 months.
7.1M+ Impressions at a £2.49 CPM.
1.3K+ Creatives generated for organic & paid amplification.
Achieved frequency of 11.9 creatives per influencer and potency of $14.4k across campaign.
How do you build a gifting engine that keeps creators posting?
1. Discovery & Alignment
Crafted multiple target influencer personas to match brand values across diversity, gender and audience.
Built an in depth influencer sourcing process to find profiles at scale.
Discovered 500+ 'onbrand' profiles per month, 100% of which matched with lululemon's internal quality guidelines.
2. Quick Activation
Had creator outreach live from week 1, achieving a 60%+ opt in rate to the campaign through tailored messaging crafted per persona.
Crafted personalised brand kits, guidelines and brief for different niches, guiding content creation that matched wider brand content goals.
Got creator content live within 2 weeks, securing usage rights to boost in paid for elevated content.
3. Continuous Gifting + Relationship Nurturing
Onboarded 50+ new creators onto the gifting program
Build deep brand-influencer relationships that led to the average creator creating 11.4 UGC creatives, with content still going live today from January giftings.
Nurtured trusting influencer relationships through warm, personal communications building real brand equity.
4. Adaptation to Brand Focus
Adapted seamlessly into lululemon's monthly marketing calendar, supporting with key dates and new launches through driving organic spikes in awareness and earned media by timed creator activations.
Consistently updated influencer targeting and briefing to align with wider brand objectives and internal efforts, becoming a true extension of the brand.
5. Affiliate Integration
Onboarded top creators onto the lululemon affiliate network to build long term content pipelines to support future brand work.
Turned one-off gifting into a consistent, steady pipeline of ongoing TOF awareness and high quality content for paid and organic channels.
What did nano and micro-influencer gifting deliver for lululemon?
$1.6M+ Earned Media Value in just 6 months.
7.1M+ Impressions at a £2.49 CPM.
1.3K+ Creatives generated for organic & paid amplification.
Achieved frequency of 11.9 creatives per influencer and potency of $14.4k across campaign.
Campaign in Numbers
Earned Media Value
Earned Media Value
$1.6M+
$1.6M+
Impressions Generated
Impressions Generated
7.1M+
7.1M+
Creatives Acquired
Creatives Acquired
1,300+
1,300+
CPM Across Campaign
CPM Across Campaign
$2.49
$2.49
Why did it work?
Deep discovery process → lululemon trusted Augmentum’s sourcing precision to find creators at scale.
Relationship-first model → Long term, relationship led approach led to high content volume from creators over a lengthened time period.
Agility → adapted monthly campaigns to sync with lululemon’s shifting brand objectives and internal marketing calendar.
Why did it work?
Deep discovery process → lululemon trusted Augmentum’s sourcing precision to find creators at scale.
Relationship-first model → Long term, relationship led approach led to high content volume from creators over a lengthened time period.
Agility → adapted monthly campaigns to sync with lululemon’s shifting brand objectives and internal marketing calendar.
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