Vancouver Company Makes Online Video Blatantly Mocking Its Customers… and the Customers Love It

by Knowlton Thomas | Culture

If someone founded a retail startup and asked their mentor, "is it a good idea to openly mock my customers online?" the mentor would most likely back away slowly. "You're crazy to even think that," he might opine. And he'd be right.

But Vancouver-born Lululemon, a niche retail startup turned smashing international success, did just that: the yoga apparel seller deliberately poked fun at its own target customers in a YouTube video. And you know what? It went viral—in a good way.

Inspired by Shit Girls Say, an online video series that was inspired by Shit My Dad Says, a famous Twitter feed, Lululemon published a two-minute video two weeks ago called Shit Yogis Say. A rapidfire of mocking quotes to the rising world of pseudo yogis, such as "Let's do wheatgrass shots after this," Shit Yogis Say should have offended most—it's turning the people who pay $100 for its yoga pants into the butt of a public joke.

But said yogis took it in stride—in fact, they've absolutely loved it so far. Swiftly cracking one million views, its Lululemon's most-watched video by far, and with less than 4% of those giving it a thumbs up or down choosing to dislike it, it's clear that the company's risky move has paid off in spades. Check it out below.

(Oh, and here's everything you've ever wanted to know about viral marketing.) 

San Bruno, California, United States

Founded in February 2005, YouTube is the leader in online video, and the premier destination to watch and share original videos worldwide through a Web experience. YouTube allows people to easily upload and share video clips on and across the Internet through websites, mobile devices, blogs, and email. Everyone can watch videos on YouTube. People can see first-hand accounts of... more

lululemon athletica
Vancouver, British Columbia, Canada

We make technical athletic apparel for yoga, running, dancing, and most other sweaty pursuits. Founded in Vancouver BC in 1998, the first lululemon shared its retail space with a yoga studio. We've been growing ever since, and our technical yoga and run clothes are now available in countries all over the world. more

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Knowlton Thomas

Knowlton Thomas

Knowlton is the managing editor of Techvibes and author of Tempest Bound. Based in Vancouver, Knowlton has been published in national publications and has also appeared on television and radio. Previously he was an editor for New Westminster weekly The Other Press and served on its board of directors. When not working, Knowlton enjoys hiking, tennis, and martial arts. more

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