LULULEMON
TAP FURTHER
Tap Further transformed a platform for fleeting, mindless tapping into an opportunity
for deep, emotive storytelling—and created a new brand of brand anthem.
lululemon’s blissfeel trail running shoes were designed to take women further—to feel the bliss
of their run more. It made us wonder how we could make people feel an Instagram Story more.
Best practices told us that we’d lose people after five frames. We ignored that, and used 100 frames
(the IG Stories max) to tell the story of runners striving to go further—and to make sure viewers really felt it.
Betting on storytelling—and blatantly disregarding the “rules” of social media—paid off.
Watch the entire 100-frame IG Story below.
(Hell, we even scored the thing.)