Business have two functions marketing and innovation
All organizations are seeking for compete to gain the height market share and attract more customers at the lowest cost possible. Therefore, companies do not hesitate to focus on some social and political dimensions that enable them to attract more potential customers.
Lacoste crocodile is one of the world’s most iconic logos, proudly displayed on the brands famous polos for the past 85 years. For the first time you think that has initiated a change of the logo but is a smart marketing steps using guerrilla marketing strategy
The Lacoste crocodile is making way for 10 threatened animals in a collection of extremely limited-edition polo shirts, thanks to a partnership between Lacoste and the International Union for Conservation of Nature (IUCN), developed by BETC.
Lacoste and BETC worked closely with IUCN’s experts to define and select 10 threatened species, turned into logos by the Lacoste design team. While pricey at $185 apiece, the polos, 1,775 polo shirts in total are being launched at Paris Fashion Week, support the Save Our Species non-profit, which is focused on ensuring the long-term survival of threatened species. Consumers can also show their support for the cause by sharing videos on social media using the #LacosteSaveOurSpecies hashtag
Before we go through the results I would like to make a brief about guerrilla marketing strategy is an advertisement strategy concept designed for businesses to promote their products or services in an unconventional way with little budget to spend. This involves high energy and imagination focusing on grasping the attention of the public in more personal and memorable level.
Let’s look at some of the biggest advantages of guerrilla marketing:
Great for a low budget.
Unique and memorable.
In my opinion I think Lacoste didn’t spend a lot of money on its campaign and was a bold move to replace here iconic logo for a limited period of time.
In our digital-edge most people’s day-to-day activities are documented online Lacoste exploited this by launching a hashtag: #LacosteSaveOurSpecies which support its campaigns that got viral and quickly rack up millions of views.
Lacoste is telegraphing that it’s committed to the cause of protecting endangered species in a way that’s likely to come across as authenticate ,this effort is an opportunity to build loyalty and drive word of mouth with consumers interested in saving endangered animals.
A successful guerrilla marketing campaign can evoke strong consumer sentiment by utilizing experimental advertising techniques for an unforgettable experience, and what Lacoste is doing by making its Customers feel they are an important part of saving the world and making it a better place to live this is a part of Lacoste CSR activities.