// Lacoste //
Achieved 25% ROAS with High-Impact Campaign
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BRAND OVERVIEW
About the Brand
Lacoste is a globally renowned fashion brand celebrated for its premium apparel, footwear, and accessories. Known for its iconic crocodile logo, Lacoste combines elegance with a sporty edge. However, the brand operates in a highly competitive market segment, often competing with both luxury and mainstream brands.
INDUSTRY
FASHION & LIFESTYLE
Campaign Name
Lacoste: Winter End of Season Sale Campaign
SERVICES
MEDIA PLANNING & BUYING
PROBLEM STATEMENT
01.
Price Sensitivity
Consumers perceived Lacoste’s products as premium, limiting the brand’s appeal in a price-conscious market.
02.
High Competition
Intense competition from both luxury and mainstream fashion brands led to reduced market share and visibility.
Media Approach
Google Media Approach
01.
Google Campaigns:
Leveraged Google Search campaigns, segmented into:
Branded Campaigns: Focused on maximum impression share to dominate branded search queries.
Generic Campaigns: Optimized for maximum conversions to capture demand for broader fashion-related queries.
Competition Campaigns: Targeted competitor keywords with a max-clicks strategy to attract cost-efficient traffic.
02.
Product Segmentation:
Identified and categorized products into Best Performing, High AOV, and Zero Impression categories based on sales and ROAS.
Created:
Standard Shopping Campaigns for Best Performing and High AOV products, targeting ROAS.
Performance Max Campaigns for Zero Impression products to boost visibility.
03.
Implemented Display Remarketing:
Targeted website visitors and Add-to-Cart users to re-engage potential customers and reduce drop-offs.
04.
Built Top-of-the-Funnel Audiences:
Ran YouTube ads targeting custom and competitor keywords to drive awareness.
Meta Media Approach
01.
Developed Catalog Campaigns:
Focused on Best Performing and High AOV products to maximize returns.
02.
Designed Retargeting Campaigns:
Targeted website visitors and Add-to-Cart users.
Ran remarketing campaigns for previous purchasers to increase repeat sales.
Creative Assets
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RESULTS
Revenue Growth
Combined revenue of ₹8.9 crore from 42,000+ orders.
Improved Visibility & Engagement
Higher consumer engagement through platform-specific strategies & stronger online presence in a competitive fashion landscape
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By addressing pricing perception and intensifying digital optimisation, Lacoste successfully repositioned itself for scalable e-commerce growth. With targeted product segmentation, strategic retargeting, and cross-platform efficiency, Grapes Worldwide helped the brand turn performance challenges into an ₹8.9 crore success story.