How lingerie brand DORINA is using Zalando Marketing Services to drive up sales by 27%
How lingerie brand DORINA is using Zalando Marketing Services to drive up sales by 27%
Having previously focused only on performance marketing, DORINA took a leap into the unknown with a branding awareness campaign together with ZMS, and it paid off!
Having previously focused only on performance marketing, DORINA took a leap into the unknown with a branding awareness campaign together with ZMS, and it paid off!
Key Figures:
1.89%
Click-Through-Rate (CTR)
>2.8m
Ad impressions
15.9k
clicks
The Story
Established in Germany in 1968, DORINA is a brand for women seeking fashionable, comfortable, quality lingerie, swimwear and loungewear for every moment of their diverse lives. The brand joined the Zalando platform four years ago, looking to reach a wider audience with a hybrid wholesale and Partner Program approach. The brand’s success on the platform really skyrocketed after teaming up with Zalando Marketing Services (ZMS) in 2020.
The Goal
While DORINA had previously focused mostly on performance campaigns on Zalando where increasing sales is the direct end game, they knew that their brand awareness on the platform was low and wanted to change that.
"Our end consumers were not searching for our brand on Zalando, so we needed to push our brand awareness in order to give us the visibility to convince the consumer with our product and price-points."
The Strategy
DORINA’s strategy with ZMS was well-timed: If you want to really maximize your marketing investment it makes sense to plan campaigns alongside the Zalando commercial calendar. This ensures that you are elevating your brands at the most relevant moments, increasing your visibility and performance, and communicating your message to the right audience at the right time. Gifting moments are a great time to launch a campaign as brands can benefit from integration in the Zalando gifting hub. This allows them to display hero SKUs in an interactive and engaging gift finder and increases visibility.
DORINA was looking to target 20-35 year old female consumers with their holiday campaign and relied on the expertise of ZMS Creative to produce compelling visual content. The brand also made sure to book excellent placements on the Zalando homepage, app, and within the catalog.
Styled PDP Shoot
Styled Product-Detail-Pages allowed DORINA to elevate its product pages, inspiring consumers by presenting its winter assortment in an authentic way.
To reflect the target consumer, images were shot in modern apartment settings suggesting luxury as well and coziness.
Prominent placements
Compelling creative assets can only really persuade consumers when they are visible, so DORINA also made sure to book a Homepage Teaser on the Zalando app and website, as well as in catalog placements for maximum impact.
It’s really a great collaboration, the ZMS team is really experienced and supportive and it’s a win-win, because we are both invested in each other's success.
Lisa Kloecker, Sales Manager, DORINA
Tips for brands:
- Don’t be afraid to invest: DORINA was initially on the fence about investing in brand awareness, they asked themselves “Our performance marketing is going well, so why invest in something that feels unnecessary?” Having seen their success they now say “We are really convinced that this is one of the main tools to drive the business and ensure holistic success.”
- Visibility: Ensure that great content is booked for prominent placement so that your audience doesn’t miss out!
- Zalando alignment: Align your marketing activities with the Zalando commercial calendar to maximize results!
The Results
Since teaming up with ZMS overall DORINA’s sales have increased by 27% across three campaigns. In this campaign in particular, all placements performed beyond the benchmarks, with a brilliant 1.89% Click-through-rate, >2.8M Ad impressions, and 15.9K Clicks!
In Detail
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Founded in |
1968 |
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Categories |
Lingerie |
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Services mentioned |
ZMS |