LC Waikiki, a famous fashion brand, started in France in 1988 and continued as a Turkish brand after 1997. It operates under the management of LC Waikiki Mağazacılık Hizmetleri Ticaret A.Ş. With over 1,000 stores in 59 countries, LC Waikiki believes in making quality fashion accessible and affordable to everyone. They aim to be among the top three clothing retailers in Europe, with offshore investments in Romania starting in 2009. LC Waikiki focuses on increasing brand awareness and increasing sales. LC Waikiki is a brand that adheres to the philosophy that "everyone deserves to dress well", offering accessible fashion with high-quality products at affordable prices.
LC Waikiki has embarked on a digital marketing campaign to increase brand awareness and boost sales of its new Bosphorus denim collection, targeting men worldwide through Facebook and Instagram ads.
This innovative campaign was inspired by the famous Bosphorus Strait, known for its blue colors and cultural importance in Turkey. The ad featured a mysterious love story set against the backdrop of this stunning location. Through high-quality video production and an impactful Turkish soundtrack, the ad resonated deeply with viewers, making the product relatable and encouraging purchase.
The campaign strategically targeted men between the ages of 18 to 45. Initially, it reached a broad audience and then retargeted interested viewers, including website visitors and those who engaged most with the campaign. In collaboration with Facebook Creative Shop and creative partner United Plankton, LC Waikiki designed various ads for Facebook and Instagram.
These ads were strategically launched during the spring, a time when jeans sales tend to rise. They are offered in different formats, including long, medium, and short edits in Facebook and Instagram feeds, as well as Instagram Stories.
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The results of this digital marketing campaign, conducted from May 8 to 31, 2018, were impressive. LC Waikiki effectively introduced its new Bosphorus fabric collection to the world, enhancing the company's image. The campaign achieved a significant increase in sales by 65% compared to the pre-announcement period. Additionally, it contributed to a 7-point increase in ad recall, a 7-point increase in campaign awareness, and an 8-point increase in purchase consideration.
One of LC Waikiki's most popular marketing campaigns is the "Back to School" campaign, a traditional initiative launched every year at the beginning of the school year. This campaign is about choosing stylish, comfortable, and affordable school clothes for everyone. It offers attractive offers and discounts that help families prepare their children for school with high-quality clothes at affordable prices.
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Advertisements for this campaign show children wearing school uniforms smiling and cheering, reflecting the positive energy and fun atmosphere. What sets this ad apart is its primary focus on children, which distinctly separates them from the teenage demographic. This demonstrates the company's commitment to meeting the unique needs of each age group.
In conclusion, LC Waikiki is a testament to accessible fashion, embodying the belief that “everyone deserves to dress well.” From its humble beginnings in France to its current status as a global fashion brand with over 1,000 stores, LC Waikiki consistently delivers high-quality products at affordable prices.
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Two distinct marketing campaigns, the “Bosphorus Denim” and “Back to School” initiatives, embody LC Waikiki’s commitment to meeting the diverse fashion needs of its customers. The 'Bosphorus Denim' campaign, with its compelling storytelling and strategic ad placement, not only introduced a new range but also raised the profile of the company, resulting in impressive sales growth and increased brand awareness.
As LC Waikiki continues to expand and strive to become one of Europe's best clothing retailers, it does so through an unwavering commitment to its philosophy of affordable and accessible fashion for all. These marketing campaigns are not limited to selling clothes only; They aim to make people feel good and confident in what they wear, regardless of their age or budget.
In essence, LC Waikiki's success is not only measured by sales numbers but also by the smiles and confidence it brings to people's lives, proving that dressing well is indeed within everyone's reach.