Inspiration & Challenge
Zalando’s mission is to be known as a brand that celebrates self-expression. To support Zalando in Sweden, Denmark, Norway and Finland, Zalando tasked BDB with increasing brand SoV, creating high-quality localised content and driving conversion via an always-on strategy that would outperform their competitors.
Execution & Creativity
Fashion is the starting point for freedom of expression. Zalando’s clothes are the most visible, and visual, expressions of our identities. To celebrate free thinkers and humanity in all its rich multiplicity, we established long-term relationships with diverse, dynamic and authentic macro, mid, and micro storytellers who embody Zalando’s brand values and #FreeToBe message. These influencers established an emotional connection with consumers through energetic, stylish content, centred around the brand narrative, product collections and key cultural moments.
This drove consumers to the site to purchase and inspired them to incorporate the free to be philosophy into their own lives.
FACTS & FIGURES
With the combined power of influencers, we successfully tapped into every step of the sales funnel. We reduced CPM by 50% and increased the share of voice by 20%.