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Year 2023
Vertical Fashion
There are polo shirts and then there are Lacoste polo shirts. So when it came time for the iconic French luxury sportswear brand to re-establish its position as the leading polo shirt brand in Australia and New Zealand, Lacoste chose to collaborate with Man if Many. Targeting a fashion-conscious male audience, the campaign utilised a mix of sponsored content, social media, email marketing, and display advertising, all of which were strategically aligned to maximise impact, resulting in impressive bonus value for the brand.
The primary objective of this campaign was to establish Lacoste as the number one polo brand within the ANZ market. This was to be achieved by increasing brand visibility among the target demographic of men aged 18-35. The campaign focused on highlighting the quality, style, and heritage of Lacoste polo shirts, positioning them as the preferred choice for fashion-forward individuals. Man of Many’s role was to craft and deliver a multi-channel campaign that would engage this demographic across various touchpoints, from social media to email newsletters, ensuring consistent brand messaging and maximum reach.
Lacoste | Image: Man of ManyLacoste | Image: Man of ManyLacoste | Image: Man of Many
Creative Concept
The creative concept centred around Lacoste’s iconic polo shirt, presenting it as a versatile, stylish, and essential item for any man’s wardrobe, especially during the winter season. The campaign was designed to resonate with a younger audience, emphasising the blend of classic style and modern appeal that Lacoste polo shirts offer. Visuals and messaging were made to highlight the craftsmanship and quality of the polos, with a particular focus on showcasing how they can be styled for different occasions, whether casual or slightly more formal.
Implementation
Man of Many executed a comprehensive advertising campaign across multiple digital channels for Lacoste. The campaign kicked off with a sponsored article, “6 Reasons the Polo Shirt Should be Your Go-To Style This Winter,” prominently featured on the Man of Many website and reinforced by a homepage takeover banner to ensure broad visibility. Social media was a key pillar, with targeted posts on Facebook and Instagram driving strong engagement. A video post on Facebook significantly boosted awareness, while email marketing provided further support. Lacoste was featured in a dedicated EDM and highlighted in the “Products of the Week” section of Man of Many’s daily newsletter, delivering valuable exposure. Additional content through YouTube and TikTok further expanded Lacoste’s digital presence, maximising brand reach.
Results & Key Metrics
The Lacoste Polo campaign delivered exceptional results, surpassing forecasted metrics across multiple channels. Overall, the campaign achieved 12% above the benchmark. The campaign’s performance was particularly outstanding on social media. The Facebook article post delivered an impressive 103% in bonus value. Similarly, the Facebook video post achieved a remarkable 791% in bonus views. The dedicated EDM also performed exceptionally well, with a 43% open rate, exceeding expectations by 52%.
Credits
Photographer: Harry Hayes Talent: Dew Suangsub, Melissa Neufeldt Production: Geena Valos, Denise Barnes Hair and Makeup Artist: Brooke Low Stylist: Geena Valos Location: Cronulla Sand Dunes Article Content Creation: Rob Edwards
