The main objective of this campaign was a communication one:
1. Build Lacoste reputation as a committed and responsible brand
The fashion industry is the second most polluting industry in the world. Lacoste wanted to demonstrate that its environmental responsibility goes beyond the simple respect of CSR charters: for them, being an actor of this industry also requires to take action, and hopefully show the way to other brands.
2. Contribute to IUCN awareness and visibility
IUCN (International Union for Conservation of Nature) is a major organization which remains unknown -beyond the environment conservation experts. The success of the campaign rested on a good media exposure for IUCN to reach a wider audience.
- KPI #1: Visibility & Media coverage: favouring the visibility of the partnership between Lacoste and IUCN and building the brand reputation. KPI: number of articles, reach, impression, earned media.
- KPI #2: Boost IUCN awareness: donation increase, PR, traffic on IUCN website, newsletter subscription.