LC Waikiki followed a connected brands strategy on Instagram—where one type of ad content leads to another—to broaden its appeal, resulting in a 4.1-point increase in brand awareness.
Founded in France in 1988, LC Waikiki moved its base to Istanbul, Turkey, in 1997 after being acquired by Tema Tekstil. It is now the biggest fashion retailer in Turkey, and has expanded into homeware and baby clothes. It has operations in 55 countries around the world.
increase in message association
increase in purchase intent
increase in standard ad recall
increase in brand awareness among people aged 25–34
LC Waikiki wanted to establish whether it could boost brand awareness and sales in Turkey using ads on Meta apps alone, without any corresponding TV campaign.
Making brand connections on Instagram
In 2021, for the first time, LC Waikiki decided not to run a TV campaign to complement its November ad activity on Meta apps. It was therefore important to develop a campaign strategy for Meta that would appeal to people at all stages of the purchase journey: from awareness to consideration to purchase. Working with its agency SEM, LC Waikiki created a campaign consisting of connected elements, and also used interactive elements to appeal to people on Instagram and get them involved in the campaign.
Instead of creating big-budget TV ads for Black Friday, LC Waikiki publicised its sale offers on Instagram with countdown stickers, poll ads that invited people to nominate their favorite products for discounts, and Reels ads with branded content.
Every week, LC Waikiki used the polling results as a basis to create user-generated discounts, as well as unique promotional offers in partnership with content creators. All of this action was backed by the slogan “Everyone has the right to dress well!”
This connected brand strategy—in which one type of ad content feeds into another—not only helped LC Waikiki achieve its key targets, but also set it apart from the competition during the busy Black Friday period.
LC Waikiki produced its Reels materials in partnership with Meta Creative Shop, using latest trends for inspiration, or showcasing backstage tips and tricks from the world of fashion.
The results of the new connected brand strategy on Instagram was measured against LC Waikiki’s usual ads between October 26–November 30, 2021 and showed:
- 1.8-point increase in message association
- 2.1-point increase in purchase intent
- 6.4-point increase in standard ad recall
- 4.1-point increase in brand awareness among people aged 25–34