Inspiration & Challenge
Zalando wanted to tackle one of the big obstacles to diversity and freedom: stereotypes. The brand wanted to say goodbye to these outdated stereotypes and say hello to a richer world of freedom known as ‘Zerotypes.’ Zalando’s ambition for the campaign was for the ‘Zerotypes’ message to spark a wider conversation around stereotypes and what can be done to break them down.
Execution & Creativity
In a celebration of the gaps in classification, BDB’s diverse selection of influencers presented their vision for the world of Zerotypes in a video interview where they told their stories of how trying to conform affected them, their vision for a world free of stereotypes and how fashion provided them with a creative outlet for self-expression and self-love. These influencers are known for pushing boundaries, following their passions, and empower others to do the same.
We created five separate target audiences based on the influencers’ characteristics and personalities to ensure the content was highly relevant and the audience was responsive to the message of this multi-media campaign.
FACTS & FIGURES
The campaign was very well received with 95% positive sentiment, which is extremely high. The campaign ran on the influencers own channels and we amplified it with paid social to increase brand awareness and ad recall. It is now an award-winning campaign, having been awarded silver for Best Fashion & Style at the Influencer Marketing Awards 2021.