Lacoste has always been committed to making the world more elegant. Elegance isn’t just a way to dress. It’s worth something, a collective spirit we can apply to help the underprivileged.

The multi-dimensional crisis and lockdowns profited e-commerce as the main way to shop, but also had an impact on the holiday season as poverty is rising.

The fashion industry is often criticised for favouring over-consumption.

Our closets are often filled with clothes that are rarely, if ever, worn, and yet are in very good condition.

Our question was: how to make e-commerce more virtuous? Especially after a troubled 2020 and a rising social crisis.

This is why we decided to transform each Lacoste e-commerce order in an opportunity to make a gesture of solidarity, during one of the most active times in online shopping, the holiday season.

Give for Good was designed to encourage the spirit of solidarity that usually prevails during the holiday season.

2020 Give for good took place in France, through Lacoste.com.

Give for good was also highlighted on Lacoste social media to inform people that their order would include a solidarity voucher.

No media spent; it was all organic communication on Lacoste owned platforms.

For 10 days all orders made on Lacoste.com included an extra coupon to make a donation to Apprentis d’Auteuil. Social media assets were displayed 5 days before the start of the operation.

40 000 packages included the solidarity voucher, and hundreds of donations were made just after the launch in December.

Give for Good raised strong interest among the Lacoste community. It became one of the most popular & engaging brand posts in 2020:

• Time spent on Lacoste.com increased by 113%

• Facebook: Reached 70 000 people (+20%), got an 1,56 engagement rate (+16%) and 18 000 video views (+127%)

• LinkedIn: Reached 40 000 people and got 750 reactions

Overall, the campaign reached more than 300 000 people through Lacoste social media only.