91% of brands would NEVER do what Lacoste just did.

91% of brands would NEVER do what Lacoste just did.

+ that's why they're stuck at 2% engagement.

Lacoste just killed their 91-year-old crocodile 🐊

For a goat 🐐

(yessir, you read that right)

Not for a rebrand. Not for Gen Z. Not for a viral moment.

But to honour 8 YEARS of fans calling Djokovic the GOAT

While you're paying influencers to fake excitement...

Lacoste found a goldmine in their old tweets:

→ Replied to fans from 2019 → Gifted them limited edition pieces → Put THEM in the campaign

Zero paid celebs. 100% community.

The agency (BETC) literally said:

‘The fans who believed in him since day one deserve this’

IMAGINE if brands actually listened like this.

Your audience has been writing your next campaign for YEARS

In tweets you ignore. In DMs you don't read. In comments you scroll past.

Lacoste didn't create content.

They created CONNECTION.

With a £95 polo that'll sell out in days.