Lacoste Grows Key Content Relationships after Migration to CJ

Lacoste selected CJ to devise and execute a multi-pronged content strategy focused on building the high-end retail brand in order to drive adoption with luxury consumers.

Results at a Glance:

Within six months of being live in the CJ network, Lacoste experienced:

• 60% increase in overall sale-active publishers.
• 2X more content publishers joined their affiliate program.
• 33% increase in click-active content publisher partnerships, leading to numerous editorial features and inclusions.
• 28% of Lacoste’s site visits through affiliate were driven by content partnerships.
• Content publishers drove new customer conversion at a rate 32% higher than program average.

Background:

• After an extensive review of multiple networks, Lacoste selected CJ as their affiliate network of choice to drive on-brand growth.
• CJ executed a thoughtful, efficient migration for Lacoste, which included a critical and timely strategic partnership prior to program launch.
• Lacoste looked to CJ for innovative ways to target full price consumers and were especially interested in CJ’s access to key content publishers that were not available through their previous network.

Highlights:

Objective 1: Grow affiliate program revenue through on-brand publisher relationships

• The CJ team got the Lacoste program Content Certified, giving them immediate access to CJ’s unique content network of over 2,000 high-quality influencer and editorial sites.
• To increase the likelihood of editorial coverage and influencer placements, the CJ team uses a proprietary audience-based recruitment tool to find audience overlaps with Lacoste’s target market and that of key content commerce sites and influencer networks, resulting in placements with sites such as Esquire, Men’s Journal, and Golf Digest.
• The CJ team leverages item-based commissioning capabilities to issue premium rates for select categories to gain coverage on high-end sites. Most recently this was employed in the footwear category, establishing relationships and securing placements with niche footwear focused tastemakers such as SoleLinks and SneakerShouts.

CJ Solutions Used:  Content Certified Network, Item Based Commissioning, Placements Marketplace, Content Expertise   

Objective 2: Create data-driven efficiencies in Lacoste’s affiliate program

• The CJ team delivers detailed custom forecasts weekly, to provide accurate incrementality estimates for proposed investments.
• Property-level commissioning allows the CJ team to hand-select specific, on-brand, content sites from larger sub-affiliate networks, with whom to partner at a premium to ensure cost savings through efficient investment at scale.
• The CJ team leverages Data Science capabilities to conduct competitive gap and publisher audience analyses to identify optimal content opportunities.

CJ Solutions Used:  PID Commissioning, Data Science, Content Expertise   

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For more information about working with Lacoste in the CJ network, reach out to CJ_Lacoste@cj.com, or apply to their program directly via the CJ Account Manager.