How Mammut achieved +42% NMV and increased followers by 123%
How Mammut achieved +42% NMV and increased followers by 123%
Mammut pulled off an amazing campaign combining branding and performance with Zalando Marketing Services.
Mammut pulled off an amazing campaign combining branding and performance with Zalando Marketing Services.
Key figures
31.9m
Impressions
+123%
Brand followers on Zalando
1.46%
Click-Through-Rate
+139%
Article Views
42%
NMV (before return)
The Story
Founded in 1862, Mammut has established a strong reputation as one of the globally leading alpine brands, making high-performance climbing and outdoor equipment for the toughest adventures. Mammut has been a Zalando partner for over 10 years and collaborates with Zalando Marketing Services (ZMS) to reach customers, drive brand awareness and increase sales.
The Goal
With its “Together for Glaciers” campaign, Mammut sought to raise awareness around sustainability and its new Fall hiking collection. In order to motivate customers to consume more consciously and use their products for longer, Mammut brought the #togetherforglaciers movement to life in a creative and engaging way by working with influencers.
The Strategy
To kick off their campaign, Mammut posed the question: “We’re living in an era of environmental activism, we’re aware that our actions have a direct impact on the climate. But do we really see it?”
In order to make climate change visible and thus to raise awareness and motivate positive change, Mammut executed a successful influencer strategy with ZMS and also created synergies with the newly launched Outdoor Hub on Zalando.
Influencer strategy
Together with ZMS, Mammut created an influencer campaign that acts as an ode to the past and the future at the same time - the idea being to recreate old family photos in the exact same hiking spot where they were taken.
Mammut wanted to encourage consumers to visualize their first contact points with nature, those which shaped their passion for the outdoors, while at the same time demonstrating how certain landscapes and areas have been impacted by climate change. In order to do this, the brand asked influencers to create content with the hashtag: #TogetherforGlaciers.
Check out the instagram content below by @peterploschberger and @kristen.outdoor:
Prominent placements
In order to spread their message, Mammut booked prominent placements in five markets - Germany, Switzerland, Austria, Poland and the Netherlands - on Zalando and beyond including a Homepage Teaser, In-Catalog Ad, Catalog Teaser, Sponsored Products as well as offsite placements (including ad placements in social media channels).
Outdoor hub
Mammut optimized their visibility by leveraging Zalando’s newly launched Outdoor hub. Wondering what that is?
The Outdoor Hub was inspired and fueled by industry trends and amplified by consumer behaviour shifts. The outdoors have become a key form of escapism and a place of exercise. Recognizing that the accelerating shift towards the outdoors is more than just a movement, Zalando successfully launched the Outdoor hub in September 2021. The Outdoor Hub is a place that connects sports-interested consumers with authentic stories, brands and products. Partners have the chance to become part of this hub with content created by ZMS.
Tips for brands:
- Approach values-driven marketing in a creative way: Ensure that consumers are engaged around a topic if it’s meaningful for your brand, creating a hashtag campaign or challenge that consumers can get involved with is a great way to spread awareness and activate participation from your audience.
- Visibility: Ensure that great content is booked for prominent placement so that your audience doesn’t miss out!
- Zalando alignment: Mammut made the most of Zalando’s newly launched outdoor hub to drive visibility and engagement.
The Results
All of Mammuts KPIs were above benchmark, let’s break it down and check out their incredible figures!
Mammut achieved over 31.9M impressions and their highest CTR ever since partnering with ZMS. They can also boast an increase of +123% Brand home followers since the campaign launch and +42% NMV. In addition they had +139% article views during the campaign and theirs was the most viewed paid landing page during the runtime of the campaign. They also exceeded their total predicted reach with the influencer campaign nearly two-fold and achieved 1M impressions.
In Detail
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Founded in |
1862 |
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Categories |
Outdoor |
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Services |
ZMS |