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
|
Credits
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.