This Instagram Reel was UVA’s first video to hit 1 million views. It was strategically created as part of the content plan for the rollout of the University of Virginia x lululemon line.
About the Video
Our approach was all about connecting with our audience meaningfully and strategically. We crafted a video that resonated deeply by leveraging a familiar trend and giving it an ownable twist.
Here’s the formula that guided us:
Familiar trend + ownable twist = success.
We intentionally avoided directly announcing the new line in the video. Instead, we kept it subtle and intriguing, trusting our audience to pick up on the hints. We built curiosity and engagement naturally by tying the trend to the new gear and collaborating with popular affiliate accounts for planned comments and banter.
