Recap Stronger Together Webinar #3 – "Marketing in times of Coronavirus"
Following our previous sessions around opportunities in the digital fashion space and overstock management in the current situation, we wrapped up our Stronger Together Webinar Series with a discussion around how to activate and delight customers during this time.
Franziska Bruder, Director Category Speciality, sat down with Barbara Daliri, SVP Marketing & Sales and Diana Berte, VP Sales & Marketing, Zalando Marketing Services (ZMS) to talk about what we've learned from our own campaigns as well as our work with our ZMS partners.
In case you missed it, you can watch a recording of the session below or continue to scroll down for a summary of our key learnings.
Lessons learned and observations made
Callout: Activating customers doesn't have to mean bringing mega influencers onboard - our #styledayfriday social media campaign started with our employees, and now has become a movement. Moreover, #Styledayfriday has helped us to highlight categories which are maybe not at the top of customers’ minds right now (e.g. occasionwear). So be you also means find creative ways to let your assortment come alive!
For our #TogetherIamStrong campaign we took these insights and enriched them with 2 key things we saw on Zalando and across social media (1) a high demand for sportswear (2) the increasing relevance of doing sports coupled with a rising sentiment of loneliness. Our Marketing team then used these insights as a creative springboard to delight customers with an uplifting campaign that aimed to bring users together in their loneliness using fitness.
