Role
Developing creative concept and leading the project from ideation to production and roll out, as well as testing plan.
THE TEAM:
Design: Yanwolf Hoffman
Art Direction: Yuki Kappas
Creative director: Lydia Gries
Production management: Abi Bashuron
Creative production, DOP: Studio Oggi
Production: Wolkn Productions
Music courtesy of Julian Maßmann (GEMA Nr.110212), Title Bliss, Musikverlag Heinz & Klaus Funk (GEMA Nr.094421
Process
How we educate & convince the consumer we have everything they need in one place.
Goal
To separate from our ongoing upper funnel campaigns which focus on the emotional storyline and brand awareness - we needed a video campaign that focused on the products, app, website & delivery. A true performance oriented campaign, that also allows for testing, as well as hold longer usage licence.
Focus
Variety rather than specific proposition;
Brand campaigns have been focusing on a specific assortment at a time - We want to present to the customer the larger collections of assortments we have - all in one place.
Assortment variety rather than brand variety
We know us & our competitors have presented the Brand variety USP in the past, (I.e- “More than 15000 brands”) and would like to avoid trying to compete with the same brand names, but rather showcase the actual products & collections.
Concept
From A to Z > From A to Zalando
from start to finish, from app to street, from loungewear to classic, from everyday to designer
Sequence builder
A sequence of product purchasing, from X to Zalando, Incorporating the following steps;
Scroll & tap
Box movement
Close up product
Product movement
This allows us to have a modular approach, to create a variety of assets all based on a similar cut but highlighting different categories / products each time, as well as allow for testing
We created 3 sequences from which we have produced both
Popular style shots - Talent moving casually through frame arranging something in outfit
Unboxing / Movement - Box movement - sliding into frame / thrown in the air /landing
App cut shots - Close up scrolling through the Zalando App tapping on product / interaction.
To provide both to app and web advertisement, we mix and matched the different sequences;
App: App cuts > Unboxing > Popular style
Web: Popular style > Unboxing > Popular style #2
Final assets
We created 450 videos, for 12 markets, here you can find some examples
A-Z campaign held higher CTR than our brand awareness campaigns - 0.6% compared to 0.21% and 0.1%
And has held significantly higher impressions; 22.49% compared to 15.95% and 18.08%
Other KPIs such as CPA and ROAS have also proved to be better for our A-Z performance campaign.