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Webpower China Lacoste Multichannel Marketing campaign in China
Webpower China
LacosteMultichannel Marketing campaign
in China
Lacoste multichannel marketing campaign in China
Lacoste
A French B2C fashion brand founded in 1933 that sells high-end clothing, footwear, perfume, leather goods, watches and eyewear.
In the year of the campaign Lacoste had its’ 80th anniversary of the brand, with the 3 channel campaign they like to invite three lucky members to join them. Hence they are giving away 3 VIP journeys to Sanya.
Online marketing goals:
– To enhance the brand image and expand brand influence
– Improve the member data for future precision marketing needs
– The addition of new members
Difficulty:
– Incomplete member's contact details, some only have email address, others
only have telephone number.
– LACOSTE hope recruit more members with this campaign, but the main way to
register is still with purchase at the offline stores.
Key issues:
– Timeframe: February 18th – March 16th
– Need to rebuilt the member database by take this opportunity, and improve the
customer loyalty.
Webpower Solution
Detailed campaign planning with frequency and multichannel
– New members through Weibo and QR code
– Update member information through EDM, MMS and SMS
• 2 round online EDM/ MMS campaign,
• First round on February 18th, to introduce this activity,
• A reminder before the end of March 13
Using consistent design and content in all communication to highlight brand image and enhance user experience
Multichannel real-time triggering discounts message: increase sales opportunities
Channel 1
Multichannel solution: email
An email was sent to all the LACOSTE members with a known email address, when members clicked the link, they were redirected to the landing page where they could fill in their mobile number to join the Lucky Draw for the Sanya trip
After we received the mobile number through the event page, an SMS was automatically sent to tell the member they joined in successfully.
An additional SMS with an in-store coupon was automatically sent to all the members that entered their mobile number. This was an additional surprise to increase the user experience.
Channel 2 SMS
A MMS was sent to all members from whom we only had a mobile phone number, to inform them about the details of the event and offer them a chance to reply to the message with their email address to join the Lucky Draw.
24h after sending the MMS the system sent a SMS to everyone who didn’t received the MMS, to make sure everyone got the message.
When the recipients replied to either of these messages, they received a longer message in reply, which included the event confirmation and an in-store coupon.
Multichannel solution: sms/mms
Channel 3
Multichannel solution: in store & Weibo
In every store there were posters with the QR code, it redirected to the same landing page for sign up.
It didn’t matter how people joined the draw. Everyone received the same confirmation and the same coupon information automatically. And eventually the winners were informed in a personalized way.
Channel 4
The link to the event information and registration page on Weibo had the same landing page as the event email. Visitors could fill in their mobile phone number there as well to join the lucky draw.
Consistent communication
Using consistent design and content in all communication to highlight brand image and enhance user experience
All channels go to the same landing page
Success factors
Cross channel integration using offline and online
Using the existing
Consistent and comprehensive planning
- Campaign strategy - Planning- Execution: design and coding
Results
In all SMS/MMS recipients, 18% member submit their email address to join the event.
For who open the email, 37% member submit their mobile phone number to join the event.
During that month, Lacoste got +30% new member versus monthly average.
‘Webpower China came up with the core creative idea of using appropriate channels to achieve appropriate marketing goals, by integrating various channels, online and offline, social media and mobile, as well as the most popular QR code. Ultimately we gained more members, enhanced the brand awareness and increased overall sales’.
LACOSTE CRM Manager Carolyn
Founded in 1999The Netherlands
5.000.000.000emails annualy
250 employeesAround the world
Asia:CH: [email protected]: [email protected]
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