SS23 Zalando Fashion Store

For the launch of Zalando’s SS23 Fashion Store, we wanted to spread awareness about the new, colourful Spring/Summer collection by letting influencers show different vibes.  

We selected a diverse and inclusive cast of influencers who have a different style, reach a different target audience, and have a different approach to making content. The campaign was rolled out on both Instagram and TikTok, focusing on the latter. Pulling of a successful TikTok campaign isn’t easy due to the unpredictable algorithm, especially for advertising content. How we made this campaign on TikTok a success? By giving influencers a brief, but also a lot of creative freedom. Influencers know their audience and what works best. This paid off and it is very clearly visible in the results!  

The results
With 12 campaign talents, we reached over 2 million people, good for almost 2,28 million impressions. These gave over 237.250 engagements and 11.200 link clicks, and an ER of 3,01% on Instagram and 9,65% on TikTok, an average of 5,7%. All these numbers led us to a very nice, earned media value of € 557.700!