How Lacoste gained more than 8.4K new customers with its big bang campaign
How Lacoste gained more than 8.4K new customers with its big bang campaign
Lacoste pulled off an incredibly impressive 360° campaign with Zalando Marketing Services (ZMS) to drive both awareness and performance.
Lacoste pulled off an incredibly impressive 360° campaign with Zalando Marketing Services (ZMS) to drive both awareness and performance.
Key figures
- 307m impressions
- 8.4K new customers
- 2.1 PDP views
- 3.6m clicks
- 3.7 ROAS
The Story
Lacoste has been collaborating with Zalando since 2013, and working with ZMS since 2019. Lacoste defines its purpose as follows: “Elegance sets us apart, and also unites us. Elegance is far more than style; it is an attitude. It is the internal standards that guide each of our personal choices. As it drives us to give our best, it allows us to stand out.” This mantra can be seen shining through their latest collaboration with us, a multi-faceted campaign centered around a moving and beautiful coming-of-age narrative.
The Goal
Lacoste’s goals were threefold with its Big Bang campaign:
- Lacoste wanted to drive brand awareness and engagement around their Big Bang collection and combined fashion-sport vision,
- attract and engage Gen Z consumers while leveraging a halo effect on millennials,
- all while driving visibility and sell-through.
“Lacoste’s brand mission is to liberate movement and connect all cultures. With the Zalando Big Bang, we wanted to captivate a Gen Z audience by celebrating their fluid, distinctive, and forward-thinking sensibilities. Jointly with ZMS and our partners, we translated our idea into the contemporary story of HONEST, a young woman who has big visions and is discovering her authentic self. Based on a superb market understanding and extraordinary commitment, ZMS helped us to create a tailor-made campaign which highly increased our reach, accelerated new customer growth, and outperformed forecasts across all channels.”
Dr. Marcus Meyer, CEO Lacoste Central & Northern Europe
The Strategy
From extensive creatives and video production, to excellent and far-reaching media placements on multiple channels, and a complimentary influencer marketing campaign to amplify its message - Lacoste truly went for the Big Bang effect! The campaign ran from mid-February to mid-March 2022, and was live in 9 markets. Let’s have a look at the details:
Video concept by ZMS Creative
ZMS Creative developed a unique concept entitled “To Be Honest.” Here, an exciting coming-of-age story is told through the eyes of “Honest”, the story’s protagonist. With the help of her best friend, we watch as she traverses the twists and turns of young adult life. The film itself is formatted as a movie trailer, and narrated as though we are hearing her thoughts:
Media Placements
Lacoste went for a full-funnel approach with onsite and offsite channels included, as well as booking prominent Homepage & Cross-Category placements. Using a phased approach, ZMS broke Lacoste’s strategy down into three major stages: Excite, Engage & Commit.
1. Excite
Here the goal was to create maximum awareness through key onsite placements, as well as on Facebook, TikTok, Snapchat, YouTube, and external publications.
One of the biggest activities was Lacoste’s takeover of the Zalando homepage and logo: The Zalando Homepage is the starting point of most of our customers’ journeys - so it’s the perfect place to convey a strong message around Lacoste’s Big Bang collection.
Social media and external publications were also leveraged at this stage to ensure maximum exposure to the target audience. On SnapChat, TikTok and Instagram, could swipe up to directly shop the collections.
2. Engage
At this phase, ZMS sought to re-engage Lacoste’s target audience to connect on a more detailed level with the products in their collection, via Homepage Teasers and In-Catalog Ads.
3. Commit
Here the goal was to drive purchase intent through images and videos by creating seamless on-and-offsite experiences to showcase the collection and convert consumers. As you can see below, an important tool to achieve this was Sponsored Products.
Influencer Marketing campaign
ZMS ran an influencer marketing campaign as part of its Big Bang activation. A pool of young influencers in France and Germany created engaging content inspired by the “To Be Honest” campaign film. The talents supported the launch day by sharing campaign snippets with their audiences on their Instagram stories. In the initial storytelling phase the intention was to create interest and curiosity, then the talents gradually shared their favorite Lacoste collection outfits to shift the focus more towards the products. The kids’ collection was incorporated with a sibling approach linking to the campaign films’ focus on community.
Tips for Brands:
- Double-down on profitable markets driving growth: focus on high impact formats available across all core and strategic markets to maximise on potential reach and awareness
- Sponsored products remain the key placement for performance and conversion
- Coherent storytelling: Ensure a dynamic story-telling concept that can be utilized across multiple touchpoints to maintain continuous customer engagement
- Be creative: Don’t be afraid to go bold and do something slightly different, stand out from the crowd but stay true to your values
- Full funnel approach: Ensure that you have all parts of the funnel covered from awareness to conversion, and make sure you have both onsite and offsite covered too
The Results
Throughout the Big Bang campaign, Lacoste experienced a marked increase in sell-through compared to the previous period. Big Bang was a very impactful campaign achieving significant reach, increasing new customer growth and out-performing forecast across most channels.
In Detail
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Founded in |
1933 |
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Categories |
Men's, Women's |
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Services |
ZMS |