Challenge

Using social media, establish Lacoste as premium brand for American consumers.

Strategy

  • Tell the story of Lacoste’s long history in American culture.

  • Identify subcultures inside the coveted 18-34 male demo for Lacoste to target.

  • Connect with target micro-cultures through Lacoste’s two iconic symbols: the polo and the croc.

Execution

A social-led summer campaign called #FollowYourCroc that connects the Lacoste polo to significant American cultural milestones, from movies and tennis to politics and activism, providing new experiential access for modern consumers to established traditions.

Role: Brand Strategy, Creative Direction