Zalando - Expanding and strengthening the brand offering
After working with Zalando to consolidate their positioning of ‘Fashion Liberation’, work started on the development of consumer-focused campaigns. The first was to launch Zalando’s debut venture into the beauty category. The brief was to develop a full 360 multi-market campaign, introducing beauty, while ensuring the work strategically laddered back up to the master-brand positioning.
We created ‘Unleash Your Beauty’; a campaign inspiring the viewer to indulge in whatever beauty meant to them and to let go of judgemental, unrealistic beauty expectations. The face of beauty had changed more in the previous 5 years than it had in the last 50, consumers were understanding that beauty is so much more than simply make-up, it is about how you feel as well as how you look. No longer were there single trends which everyone conformed to, but more pockets of individual styles; Zalando were excited to embrace this and bring the conversation to the masses. The creative process required careful management, I had to ensure the right teams were working on the brief at the right time, to deliver genuine insight and avoid the usual cliches of beauty. Authenticity was key, so we cast a range of people from models to influencers to street cast individuals, all with unique styles, to encourage a modern reflection of beauty.
We created ‘Unleash Your Beauty’; a campaign inspiring the viewer to indulge in whatever beauty meant to them and to let go of judgemental, unrealistic beauty expectations. The face of beauty had changed more in the previous 5 years than it had in the last 50, consumers were understanding that beauty is so much more than simply make-up, it is about how you feel as well as how you look. No longer were there single trends which everyone conformed to, but more pockets of individual styles; Zalando were excited to embrace this and bring the conversation to the masses. The creative process required careful management, I had to ensure the right teams were working on the brief at the right time, to deliver genuine insight and avoid the usual cliches of beauty. Authenticity was key, so we cast a range of people from models to influencers to street cast individuals, all with unique styles, to encourage a modern reflection of beauty.
The result was the delivery of a full 360 campaign, putting Zalando on the beauty map, making it now one of Europe’s leading online destinations for beauty, with over 500 brands available to 42 million consumers across 20 markets.
Immediately post launch, results were positive and we continued the working relationship with Zalando. In understanding the results, we discovered an interesting challenge; while customers were buying, they were tending to stick to familiar items. Zalando needed an online version of the ‘beauty counter’ moment, to encourage shoppers to try new items and protect the brand from becoming a price lead offering.
As a follow up we created two social campaigns playing out at in parallel to deliver maximum conversation; ‘In My Chair’, where experts from the world of beauty demonstrated hints and tips for viewers, and ‘Face To Face’, which welcomed viewers into conversations between influencers, discussing their beauty routines. Each campaign delivering a broad selection of social assets, suitable for each stage of the consumer journey.
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In addition to beauty, we developed a campaign to help the brand begin a meaningful conversation around sustainability. When it comes to sustainability, the fashion category is an area which needs particular focus and improvement, so Zalando wanted to ensure they were leading the charge in initiatives. It was important to communicate these initiatives in a way which was reflective of the actual progress and not overstate progress, since sustainability is a journey; with so many other brands ‘green-washing’, it was important to ensure consumer trust was built around the topic.
Agency: Sunshine
Director Beauty #1: Lauren Caris Cohen
Production Company Beauty #1: Stink Films
Photographer Beauty #1: Felicity Ingram
DOP Beauty #2: Jack Reynolds
Photographers Beauty #2: Frances Davison, Felicity Ingram & Luke Kirwan
Production Company: In house
Director Sustainability: In house
DOP: Krzysztof Trojnar
Production Company Sustainability: In house
Photographer Sustainability: Benjamin Vnuk