• dentsu

Pre-owned Launch ES

Spain


Campaign Duration:

12/09/21-23/10/21


Background:

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

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.


Solution:

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.


Results:

  • 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




1 view0 comments

Recent Posts

See All