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:: LACOSTE TikTok CASE STUDY::

 

 LACOSTE 

The Hashtag Challenge delivered strong memorability, consideration and 20% in product purchase intent.

Objective

The #CrocYourMove challenge is where an individual’s unique personality is revealed and liberated. Lacoste wanted to drive awareness and consideration for their new L.12.12 Eau de parfum.

Lacoste through TkTok partnered with local South African creators to start a hashtag challenge that inspired users to create a dance using the Lacoste croco sign.

The aim was to maintain and build Lacoste’s position in the South African market.

Solution

Lacoste wanted to drive awareness and consideration for their new L.12.12 Eau de parfum.

Lacoste partnered with local South African creators to start a hashtag challenge that inspired users to create a dance using the Lacoste croco sign. They also leveraged a Top View, and in-feed ads, to boost traffic to the challenge.

Launching the challenge with popular local creators ensured high engagement and boosted consideration for the Lacoste brand – reenergizing the brand’s image among a young audience.

The campaign raised awareness for the new L.12.12 Eau de Parfum and amplified purchase intent & recommendation for the product, thereby helping to maintain Lacoste’s position in the South African market.

Results

 

The Lacoste Hashtag Challenge delivered strong memorability, consideration and purchase intent for their new perfume. Launching the challenge with popular local creators ensured high engagement and boosted consideration for the Lacoste brand – reenergizing the brand’s image among a young audience.

The campaign raised awareness for the new L.12.12 Eau de Parfum and amplified purchase intent & recommendation for the product, thereby helping to maintain Lacoste’s position in the South African market.

Results included a 13% Lift in Total Brand  & Product Awareness and a 20% uplift in Product Purchase intent.  Collectively, #CrocYourMove saw a total of 4,4 million video views #CrocYourMove Branded Hashtag Challenge went viral for all the right reasons.

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Lift in Brand & Product Awareness

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Lift in Product Purchase Intent

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Lift in Product Recommendation

It has been a pleasure partnering with the team at 365 Digital Entravision on many of our different TikTok campaigns and strategies. More so when we launched the first-ever fragrance hashtag challenge in South Africa on the platform. It was a wonderful experience working with them in successfully launching and managing the Lacoste #CrocoSign TikTok campaign. They went above and beyond throughout the process to make the campaign as seamless as possible. Their dedication to not just the platform but the agencies they’re representing in South Africa on the platform was evident from the start. Definitely looking forward to our continued working relationship.

Weslee Lauder

Arora Online

Ready to drive towards your marketing goal with TikTok?