Pre-owned Launch ES
Second-hand fashion is growing significantly in Spain with a clear market leader in the category, Vinted. This campaign regarded the launch in Spain of Zalando Pre-owned with the objective of raising awareness of Zalando Pre-owned.
The challenge was there is a lack of knowledge amongst consumers who aren't aware that pre-owned fashion is available on Zalando. There is also a clear market leader and competitor in the form of Vinted, a very high level of weekly pressure from them (750 avg.) and 24,000 accumulated GRPs prior to Zalando's launch campaign. As the consumer becomes increasingly sustainability-conscious Zalando is not at the top of mind for the consumer in this category.
The campaign was built on the following pillars.
Beat the Lack of Knowledge: Maximize Reach Prioritizing Channels with highly weekly Reach (Audiovisual as key channel)
Ensure Top of Mind: Multiple exposures, and a powerful OOH strategy focusing on Reach but also awareness with a wide range of formats & innovative actions.
Influence: Show how key local influencers are using Zalando Pre-owned to resell clothes in out of home locations (Urban Furniture).
Social Amplification: Local video piece with Spanish celebrities in humorous tone to make the campaign shareable and social first.
The campaign video is available here.
85.3% Reach for Core Target Audience (18-35)
1,980GRPs's & 23 OTS
The First brand with presence in the new Gran via Metro Station
The First time Zalando tested Sponsorship format in Spain
The First time Zalando tested Adressable TV in Spain