Zalando launched Streetwear campaign on YouTube with contextualized ads
More than 210 personalised videos with 11 influencers from across EMEA
Make the streetwear campaign based on Zalando’s idea “get noticed” relevant on YouTube in 9 countries without shooting extra material. Focussing on different influencers across EMEA.
role
Leading the project and ideation with the internal and external team, creative oversight, creative brief, feedback & direction through discovery process to implementation.
The team:
Design & Animation: Hi-Tide Agency
Design support: Yanwolf Hoffman
The Task
Alongside our performance team we have drafted a brief to the agency and kicked off the creative ideation with them.
We wanted to focus on offer testing to understand which message resonates more with our Snapchat audience and converts them;
Our main USPs
Free delivery & returns / Buy now pay later / 100 day returns etcOr our product categories themselves
Sneakers / Sportswear / Beauty etc
Our aim is to find 1 visual direction to cater to both contents, to allow us to have a clear connection between the ads performance to the subject presented, rather than to visual creative difference.
The brief posed the following needs and limitations:
Quick turnaround & refresh time
No additional production budget
Snapchat specific visual approach*
This meant we would utilise assets from our site - using PDP images to allow us to avoid additional licensing, as well as tap into a large array of products to choose from and therefor easily update the visuals.
Sale Campaigns
Sale campaigns were mostly handled like upper funnel campaigns, with an additional red coloured banners as indication for the discounts.
The aim of the new sales visual strategy is to rebrand our current onsite/offsite sales campaign design, allowing Zalando to move towards a more mature sales design language which will broaden communication possibilities across placements during sales periods, switching from the current use of red as the main lever to activate customers through clearer discount communication and a distinctive model based image language.
