Lola & Liza

Best practices

Best of Inhome

Post date

januari 4, 2024

Categories

2022, Activation, Addressed, Informational

Objective Campaign

Target audience – L&L wants to position itself as the brand that has been accompanying women for over 20 years and that adapts to different morphologies. L&L Empowers women in their feminity.

Objectives – Raise awareness & brand positioning to acquire new clients. Drive to store & drive to web

Strategy & Execution

Reason best Practice

“Chez LolaLiza on vous aime toutes”. This is a beautiful slogan, but it is applied in reality. L&L is launching a collection available up to size 48 so that every woman can find her perfect outfit. Plus size ambassador Marine Eloy inspires L&L customers, a great example of inclusion. 

For this campaign L&L sent a paper mail followed by a reminder email. A very good idea when you know that : – Starting your campaign with paper mail and having it followed by email leads to 22% more buying intention (<Post NL) – 51% of consumers prefer an email/direct mail combination (<RoyalMail – CMO Council and Pitney Bows) 

L&L tested two versions: a version with a 40% discount (valid in shop and online) and a version with a free dress (valid only online with a personal code). L&L feared a rush of free dresses, but in the end the two actions had a similar and nice success.

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