LC WAIKIKI

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.

View @lcwaikiki
THE STORY
Youthful fashion for all

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.

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

Interacting with customers and learning from their ideas is the basis of our success. What we learned from the “Bambaşka İndirimler” campaign is that customers' interactive involvement in brand processes (such as choosing the campaign they want) increases loyalty, purchase intention and ad recall.
ELIF BUSE BETONER, DIGITAL MARKETING MANAGER, LC WAIKIKI
THE GOAL
Boosting awareness and sales

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.

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THE SOLUTION

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 favourite 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
Create Ad
At SEM, we always try to be an early adopter with new Meta products. Here we have demonstrated how important it is to use interactive creatives such as branded content with Reels, polling, and countdown with the right strategy. As a result, customers felt included in the brand's journey.
ÖYKÜM SÖNMEZ, DIGITAL MARKETING EXECUTIVE, SEM
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