Zalando Solidifies Position as a Love Brand Through Strategic Social Media Marketing

Task
We provided consulting services for all social media marketing activities within the German market, serving as a local player on Instagram and TikTok platforms. Additionally, we managed various types of creator collaborations, with a primary focus on enhancing brand awareness and positioning Zalando as a love brand.

Challenge
The challenge was to effectively market specific product launches while establishing Zalando as a love brand in the fashion category. This required a consistent and engaging presence on social media to increase brand awareness and consider culturally relevant factors on both global and local levels.

Execution
Joli employed a mix of long-term and short-term social media measures. On Instagram, the “Get The Look” activation was launched, while on TikTok, the “Always On-Layer” was implemented. Additionally, key brand moments like the #HereToStay Spring Campaign 2021 were staged. Joli managed collaborations with creators, ensuring culturally relevant themes were addressed to create a deeper connection with the target audience.

Outcome
Through comprehensive support and targeted social media measures, Joli helped Zalando build a strong brand presence and significantly increase brand awareness. The campaigns and activations contributed to positioning Zalando holistically as a love brand by engaging the target audience on an relatable level.

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Client: Zalando SE
Timeframe: Ongoing Process
Channel: Instagram, TikTok
Campaign Focus: Brand Awareness

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