The Challenge: Efficiently Scale Nano & Micro-Influencer Partnerships
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.
Our Approach: Build a Scalable Gifting & Relationship Engine
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.
The Results: Exponential Growth in Top-of-Funnel Awareness & Content Production
$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.
Why It Worked
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.
