Title	SOCIAL FRIENDSHOP
Brand	ZALANDO SE
Product/Service	ZALANDO DAYS
Category	B06. Social Commerce
Entrant	KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Idea Creation	KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Additional Company	ZALANDO SE Berlin, GERMANY

Name	Company	Position
Barbara Daliri Freyduni	Zalando SE	Senior Vice President Global Marketing & Sales
Marie-Luise Frickel	Zalando SE	Campaign Management
Louisa Goltz	Zalando SE	Campaign Management
Abiola Muritala	Zalando SE	Campaign Management
Milena Steinke	Zalando SE	Account Management
Thomas Knüwer	Kolle Rebbe GmbH	Managing Director Creation
Christian Rentschler	Kolle Rebbe GmbH	Group Creative Lead, Strategist, Online Concept
Fabian Rößler	Kolle Rebbe GmbH	Creative Director, Copywriter
Jan Vierig	Kolle Rebbe GmbH	Account Supervisor
Alina Petzinna	Kolle Rebbe GmbH	Account Manager
Anna Kiesbüy	Kolle Rebbe GmbH	Art Director, Online Concept
Christian Krause	Kolle Rebbe GmbH	Art Direction, Online Concept
Robert Westphal	Kolle Rebbe GmbH	Copywriter
Jonas Gralle	Kolle Rebbe GmbH	Copywriter
Michael Reinicke	Kolle Rebbe GmbH	Strategist
Emma Paraschiakou	Kolle Rebbe GmbH	Online Concept
Jill Jansing	Kolle Rebbe GmbH	Online Concept
Bonnie Strange	Freelance	Influencer
Carmushka -	Freelance	Influencer

Background

Situation In autumn 2020 the whole country was stuck in Covid lockdown and local retailers were mostly closed. Bad for Gen-Z’s favorite hobby: shopping with friends. Brief The core of the briefing was to develop a completely new online shopping experience for Gen-Z. Both promoting a 4 day sales event – offering up to 50% off on a wide range of the product portfolio – as well as creating a valuable emotional social first brand moment for the target audience during the hardships of lockdown. Objectives - > 10.000 Unique Viewers - Engagement Rate should surpass the average Engagement Rate on Social Media - Growing Followers on Instagram

Describe the creative idea (30% of vote)

With Social Friendshop Zalando introduced a completely new shopping experience for their Gen-Z audience. The two mega-influencers Carmushka and Bonnie Strange invited their communities to go on a shared BFF shopping tour. Live in the Zalando store and live on Instagram. The event had everything that makes shopping with friends so special: Laughing, chatting, as well as discovering, combining and discussing new styles together.

Describe the strategy (20% of vote)

Data gathering Since Social Friendshop took mainly place on the influencer’s Instagram channels, they provided us with the data via IG Insights. Zalando gathered data from the Zalando Online-Shop and the wishlists of the influencers. Target audience (consumer demographic / individuals / organisations) 18 - 24 - year olds (f/m/d). Heavy social media users. Recommendations from friends and influencers play a major role in purchasing decisions. Relevance to platform + Approach Social Commerce is a global megatrend. However, it has not really arrived in Germany yet. IG LIVES have gained popularity during the lockdowns but no brand had utilized them for Social Shopping before. At the time of the campaign, there were no native shopping functions on Instagram. Social FriendShop showed how a simple idea combined with a creative hack, can unleash the potential of the community. It drove sales by creating an emotional experience first.

Describe the execution (20% of vote)

On two different days the 60-minute live shopping experience took place simultaneously on Instagram and in the Zalando store. Prior to the events Carmushka and Bonnie Strange had invited their communities via Instagram Stories. From the thousand that participated, users were randomly selected to join their favorite influencers in live duets. They then discussed and discovered new styles with Bonnie Strange and Carmuska as well as with the community participating live in the chat. Public wish lists – created by the influencers – helped the community to get inspired. Timeline Friday, September 8, 2020 until Wednesday, September 13, 2020 Placement Purely organic through Instagram Stories and Instagram Lives.

List the results (30% of vote)

Reach 1,6 Million Impressions, purely organic. Unique Viewers & User Interactions Altogether Social Friendshop had more than 69,000 unique viewers and 71,000 User Interactions. That is 12x higher above the regional average, compared to other LIVES in Germany during lockdown in autumn 2020. Engagement Compared to Zalando’s average Engagement Rate on Social Media, Social Friendshop resulted in a 135% higher one. Followers In total, Zalando grew 30,000 Followers on Instagram.