To celebrate Zalando’s 10th anniversary in Belgium, we set up a collaboration with 2 groups of local talents.
On the one hand, we selected several profiles that would be part of the production, they were the main campaign talents. With them, a photo and video shoot were organized by the external production house, Initials LA. The created content was used online, on socials, out of home, and on billboards throughout Belgium. We negotiated the collaboration and made sure they were present at the right time, and in the right place for the production.
The other group of local talents was briefed on the campaign and created content that was shared on their socials. They put their creative spin on the whole campaign idea. Overall, It was very powerful to work with 2 different groups for this campaign.
Production part, with additional smaller talents who created their content. This all ensured a bigger campaign impact. On Instagram, we focused on what “being Belgian” meant to our talents and how they show it in their appearance. This could be wearing certain clothes, and certain make-up but also eating certain foods or doing certain activities.
We didn’t want pretty outfit posts but we wanted to tell a story and have some deeper meaning.
In short, they expressed in which they feel themselves and thus Belg.
A focus on fashion or beauty was always integrated into the content our talents provided.
With the 6 main campaign talents, we reached over 63.000 people, good for 406.700 impressions. Overall our earned media value was €77.200, the Zalando content received 9.100 engagements. And all this happened with 13 content pieces, we selected & curated together with our talents for Zalando.
The other Zalando talents who created 24 pieces of content for the campaign reached 348.000 which resulted in 1.900.000 impressions. The 13 talents generated an earned media value of €149.700, thanks to 32.200 engagements the content spread far beyond just their following.
Xiao Wei Lou
Senior Influencer Marketing Manager For The Netherlands, Belgium, United Kingdom and Ireland @ Zalando
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