Social Media Case Study
Social Media Case Study: 327% More Website Visits From Social for Lacoste
Scale Chapter grew website visits from social media by 327% for Lacoste in Türkiye. We swapped priced product photos for posts people save and come back to, and answered comments and messages the same day.
- Lacoste
- Fashion and accessories
- Türkiye
- October 2025–September 2026 (12 months)
01THE CLIENT
The Client: Busy Accounts, a Quiet Website
Lacoste sells clothing, shoes and accessories in Türkiye through a local business that runs its own online store and social accounts. Instagram posted almost every day and had a decent following, yet social sent only a small share of the store’s visits.
The local team made the posts between their other work. They wanted accounts people have a reason to follow, and ones that send visitors to the store.
Worked inInstagramTikTokMeta Business Suite
02THE PROBLEM
The Problem: Posts Made on the Day
The account was active, but nothing linked a post to the next step the brand wanted. No post gave people a reason to visit the store.
No Content Plan
Posts were made on the day from whatever was to hand. The feed had no themes and gave people no reason to come back.
Nothing Worth Saving
Most posts were product photos with the price on them. People liked them and moved on without saving.
Unanswered Questions
Questions about sizes, colours and delivery waited days for a reply in comments and messages.
What the wider data saysPublished numbers from outside Scale Chapter that explain why the work was done in this order.
- 58.5 million
social media user identities in Turkey in January 2025, equal to 66.7% of the population.
SourceDataReportal, Digital 2025: Turkey - 47%
of the sales lift from advertising came from the quality of the creative and its message, more than from media planning and targeting.
SourceNielsen and Nielsen Catalina Solutions (2017), via MarketingCharts
03OUR WORK
What We Did: Our Social Media Work
Instagram Insights pointed the way. The posts saved and shared most over recent months had one thing in common: each showed how to wear a piece, or how to build an outfit around it. Competitors’ accounts told the same story, so we grouped the content into a few themes, such as styling ideas, behind the scenes and real customers’ outfits.
We posted less. Each month’s content was planned ahead and approved by the brand’s team in a single meeting, and Reels and styling carousels replaced the priced product photos. UTM tags on the profile and Story links showed in Google Analytics which themes sent people to the store.
A named person on our team answered comments and messages the same day, using answers on sizing and delivery written with the brand’s customer service team, and the most common questions became new posts. Each month we kept the themes that brought saves and visits and dropped the rest. Facebook got the Instagram posts as they were.
04RESULTS
The Results: What Changed on Social
Results for Lacoste, October 2025–September 2026 (12 months): 327% more website visits from social, 5.9% engagement rate and 184% more followers.
Visits from social come from the organic social channel in Google Analytics, and engagement rate and followers from the platforms’ own reports. Next, the same themes go to TikTok; our approach to short video is in the UGC video case study.
- 327%More website visits from socialSessions from organic social, from Google Analytics
- 5.9%Engagement rateInteractions as a share of reach, across the brand’s accounts
- 184%More followersAcross the brand’s main social accounts
- Client
- Lacoste
- Sector
- Fashion and accessories
- Market
- Türkiye
- Period
- October 2025–September 2026 (12 months)
05MORE CASE STUDIES
More Case Studies From Our Team
- UGC Video
44% Lower Cost per Acquisition for Reebok
The studio ads looked beautiful, but nobody on Instagram stopped to watch them. We filmed real people wearing the product in their workouts and found out which opening worked by testing every week.
Read the case study - Meta Ads
29% Lower Cost per Acquisition for The Body Shop
Meta was missing part of the sales, and the ads had not changed in months. We fixed the measurement first, then started testing new creative every week.
Read the case study - SEO & Organic Growth
236% More Organic Enquiries for Odoo
Several of their pages were chasing the same searches, and none of them made page one. We merged those before writing anything new.
Read the case study
06QUESTIONS
Social Media Case Study: Frequently Asked Questions
- How often should a brand post on social media?
In Scale Chapter’s experience, regular useful posts do more than posting every day. In this project we cut the number of posts and made each one worth saving. The right frequency depends on the brand and the platform, and we work it out with you from the data in the first months.
- How long does social media management take to show results?
Social media is a slower channel than advertising. Scale Chapter sets up the content plan and the reply routine in the first few weeks. Seeing which themes get saved and send visitors to the site usually takes a few months.
- How is social media management priced?
Scale Chapter works for a flat monthly fee, agreed in writing before anything starts. It is set by how many channels you want run and how much of the work you hand to us. There is no minimum term and no notice period; to start with a free audit, get in touch.
- What do you need from us to get started?
Scale Chapter needs access to your social accounts and Meta Business Suite. Product samples, brand colours and the questions your customer service team hears most speed things up. We agree each month’s plan with you before anything goes live.
- Who answers comments and messages?
At Scale Chapter, a named person on our team answers comments and messages. We write the answers to common questions with your customer service team, so people get the same information everywhere. The same strategist, performance lead and analyst also work on your account every week.
- How do you measure social media?
Scale Chapter measures social media first by the website visits, enquiries and sales it brings in, with engagement and followers alongside. UTM tags on the links show us in Google Analytics which posts send visitors to the site. We go through the results with you every week.
- Which platforms do you manage?
Scale Chapter usually manages Instagram, TikTok, Facebook and LinkedIn, chosen for where your customers spend their time. For ecommerce brands Instagram and TikTok often lead, and for B2B companies LinkedIn does. If you want to back the posts with advertising, the same team runs your Meta Ads too.
- Can you run our social media within our global brand guidelines?
Yes. Many brands in Türkiye follow guidelines set by a global team, and we plan the local content inside them, in Turkish, for the people who buy here. Where the global team has to approve posts, that step goes into the monthly plan, so nothing is left waiting at the last minute.
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