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Lacoste Facebook Ad Case Study

Lacoste Facebook Ad Case Study

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Published by: Social Fresh Conference on Jun 18, 2012
Copyright:Attribution Non-commercial


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Advertising Case Study
Loïc Lasne, Lacoste E-Marketing Manager, Devanlay SA
Company Background
Lacoste is an internationally recognised Frenchashion brand. Founded in 1933, the company nowoperates hundreds o boutiques and concessionsaround the world as well as online stores.
The goals o Lacoste’s most recent Facebookadvertising campaign were clear andstraightorward: increase sales in the online storesor Germany, France and the United Kingdom anddrive signifcant trafc to the sites, which werelaunched in 2010. The brand has had a presenceon the Facebook platorm or several years andis the premier French ashion label with thehighest number – over 5 million – o ans. “Withits international presence and huge number ousers, Facebook oers enormous potential tocommunicate directly to the clients,” explains LoïcLasne, E-Marketing Manager or Lacoste at DevanlaySA. “Targeted advertising based on demographiccriteria and interests is the dream scenario o anonline marketer.”
Lacoste’s 2011 Facebook advertising campaign wasits third campaign on the platorm, so the companywas able to take advantage o learnings rom itsprevious two campaigns. Working with Netrada Digital
Facebook Executive Summary
Increase sales and trafc toonline stores in Germany, France andthe United Kingdom
A two-month, targeted andoptimised Facebook Ads campaign thatlinked directly to the online shops
Key Lessons:
 conversion rates and can translateinto increased sales
 signifcantly by continual testingand optimisation o FacebookAds campaigns
“By testing and optimising the campaigns constantly,we can achieve very satisfying results onFacebook – not only from a branding perspectivebut also in absolute sale numbers.” 
Advertising Case Study
Marketing, the company ran a series o MarketplaceAds during January and February 2011.There were approximately 100 variants and eachad directed people to the brand’s online storeor one o the three markets: Germany, France andthe United Kingdom.Lacoste had our main criteria that shaped its useo Facebook’s target fltering: Location, Gender,Age and Likes and Interest. Ads were targetedseparately to men and to women in each o thethree countries. There were two key age groups– 18 to 24 and 25 to 44 – and both groups wereurther broken down by both fve-year and one-year segments. Finally, Lacoste targeted peoplewith a stated interest in ashion using keywordssuch as ‘design’ and ‘ashion TV’, as well as specifcproducts available in the store. Netrada thencontinually optimised the campaign, testing imageand copy combinations, removing low perormingads, amending targeting, and re-directing budgetto the highest perormers. “We were using theGlow Machine [an ads API tool] to run the ads.Ater a steady learning phase, we were able to getqualifed trafc to the Web store and convert it tosales,” says Filipp Goldscheider, account manager atNetrada Digital Marketing.
 ollowing the campaign. “We were able to get avery satisying return on investment,” saysLoïc. “The Netrada Digital Marketing team hashas shown us that by testing and optimising thecampaigns constantly, we can achieve verysatisying results on Facebook – not only rom abranding perspective but also in absolute salenumbers.”
 66 million impressions in Germany, 70 millionimpressions in France and 43 million in the UK
High click-through rates translated into a low

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