During the year Zalando has a few major upper funnel 360 campaigns.
Through these periods the audience will see Zalando communications offline and online.
But what happens between those spikes on our paid media channels?
what message does the user see, outside lower funnel sales or retargeting campaigns?
There was a gap in the funnel, and we needed to fill it.
role
Creative project lead.
Manages and ensures creative alignment between teams and projects to maintain overall on brand visual language.
Oversees Design agency in creation and rollout of all relevant design templates and elements.
Acts as liaison between tech, media, and creative teams to progress project forward.
THE TEAM:
Creative Agency: Media Monks
DCO system: RevJet
Product: Nikola Skarica
Program owner & Lead: Ivan Ponce
Creative director: Teresa Jimenez
The Task
To build a scalable framework that drives Consideration, operating on an always on basis,
leveraging upper funnel campaign spikes through the year.
Our templates should allow for live product feed integration, to be able to target users with relevant items,
linked directly from our back end and to allow us to direct users to specific PDPs.
The templates
We looked for a simple, black & white design for best approaching a fashion, elegant and editorial look and feel, based on the original digital design system Zalando has in place.
Every element in the template should be dynamic and live - linked to a content feed, to update copy variation, hero image, feed selection etc.
Display
With our first Display Template, we are creating a User experience connecting familiar Campaign Layouts with our on-product look and feel.
Through combining Animation and Interaction we are guiding through the flow while engaging our audience.
Social
With our first social Template, we are connecting our distinct Zalando Campaign Layouts with the on-product visual Direction, highlighting our Core Brand.
By using full-bleed imagery, only including the really necessary content elements and through or movement directions we are adapting to the Social environment and approaching our audience in their native tongue.
The numbers
This type of automation allowed us to scale creation of digital placements throughout the year- From manual and individual creation of 2K+ assets to automated 10K+ banners output monthly
Additionally the team has set design guidelines to ensure correct translation to the tool, to keep consistency and avoid bugs in automation.
To follow there is a test and learn framework to build and develop the templates, and to deduct learnings for the next variations as well as creative best practices.