Lacoste

Client
Lacoste

Services
Video Production
Photography
Premium Feature Article
Display Advertising
Social Coverage
Email Newsletters

Year
2023

Vertical
Fashion

Lacoste aimed to strengthen its position as the leading polo brand in Australia and New Zealand (ANZ). To achieve this, Lacoste collaborated with Man of Many, leveraging the platform’s strong presence among a fashion-conscious male audience. The campaign utilized a mix of sponsored content, social media, email marketing, and display advertising, all of which were strategically aligned to maximize impact.

Check out the Campaign – Lacoste Polo Collection

Strategic Insights

The primary goal of the campaign was to highlight the Emporio Armani SS23 collection, with a focus on the new Sabot footwear. The campaign aimed to position the Sabot as the must-have item for summer 2023, while also showcasing the broader collection’s versatility and style. The target audience included fashion-conscious men interested in high-end, stylish, and comfortable travel-ready apparel.

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, emphasizing 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.

Screenshots of Man of Many Activity with Lacoste | Image: Man of Many

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. On social media, the campaign’s performance was outstanding. 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 and exceeding expectations by 52%.