the challenge

We all know Zalando. At least when you are living in Germany. Europe's largest online platform for fashion and lifestyle nowadays delivers products to 25 countries.

Over the last years, they have adjusted their general business model from purely trading products to also offer a marketplace model where brands can offer and sell to the existing Zalando customer base.

With a strong focus on this so called "Partner Program" and ambitious growth goals, Zalando came to us to help them acquire 2.400 new brands to join the Zalando Partner Program - even from countries with a much lower brand awareness as in their home market.

So, in order to attract as many new brands from all over Europe, we needed to dive deep into understanding the different target groups, the specific communication strategies and marketing channels on how to reach them.

our services

workshop

strategy consulting

campaign concept

marketing optimization

ad concept & creation

influencer marketing

Google ads

Facebook & Instagram ads

YouTube ads

LinkedIn ads

display ads

programmatic ads

website concept & ux design

ui design

in-app ads

ad server management

webflow development

landing page development

reporting & analytics

cookies & tracking

legal & financial handling

amazon account management

listing optimization

amazon marketing strategy

amazon marketing optimization

amazon demand side platform (DSP)

geographic expansion

deals management (prime day, black friday...)

amazon prime implementation

our solution

In the beginning, it was crucial for us to get a deep understanding of the target groups and how the segments differ from each other. For example, large and very renown brands need a completely different approach than small brands that might only operate on Shopify and Social Media. Having done that we developed a communication strategy for each of the segments and also selected appropriate marketing channels.

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One of the key challenges was to develop a media mix that respects the different brand awareness levels of Zalando across multiple European markets like Poland, France, Sweden or Germany. But also in the copywriting we took this into consideration and assumed less knowledge of Zalando in certain markets, while playing with the popularity of the brand in long existing ones.

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In addition, we created individual landing pages for all different countries to individualize the experience and not only translated all the texts, but localized them. This means that we have worked with local agencies in the different countries that made sure that both ad copies as well as landing page content was not losing any flavour of the intented communication by simple translations.

All in all, we made sure to tailor our communication and media mix based on the different markets and guaranteed a very high quality of user experience through localization.

outcomes

let's keep it short - numbers don't lie

-65 %

CPL

87%

MQL to SQL rate

+121%

CTR

For Zalando the campaign was a complete success because it not only generated new business, but also established the brand in countries where it was less popular and positioned itself as a trustworthy, value-adding partner to small and large brands all across Europe.