Lacoste - Save our Planet

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Few brands benefit from such a famous logo. This is why Lacoste decided to turn this icon into a megaphone drawing public attention to threatened animals in the wild. An initiative that appeared natural to a brand showcasing a crocodile and which had already been involved in the “Save your Logo” program a few years ago.

To make it happen, Lacost partnered with the International Union for Conservation of Nature (IUCN) which has been the global authority on the status of the natural world and the measures needed to safeguard it for the past 70 years.

Our objective besides financial support for the association was to raise awareness and give visibility to their Save our Species programme in order to support their action on the ground.

STRATEGY

This campaign positions Lacoste as an iconic brand which is not afraid to twist its own codes to support a worthy cause.

The target audience reached with Elise Michel are affluent Lacoste fans who have a deep attachment to the brand and its crocodile. The overall objective was, of course, to reach a wider audience and public attention, but Elise Michel’s roles were limited to affluent audiences.

EXECUTION

The 1 775 limited edition Save our Species polo shirts were exclusively sold online in the US and in Europe.

Video contents were released on Lacoste social media to explain the operation and the partnership with IUCN.

The launch was made during the brand fashion show at Paris Fashion Week on February 28th.

RESULTS

  • The limited edition Save our Species polo shirts sold out in 24 hours

  • +76% new clients

  • Social media: 600k shares

  • 1.2 million paid impressions

  • 9.9 million earned media

And additional positive fallouts for IUCN:

  • Donations multiplied by 4 during the operation.

  • Traffic on saveourspecies.org increased 200% for the month of March.

  • Newsletter subscriptions increased 300% for the month of March.