- Zalando Media Solutions becomes a 360° marketing unit under new name Zalando Marketing Services
- ZMS is adding creative services to its marketing range via creative.lab and consumer insights
- Successful launch of first 360° data x creation campaign with Under Armour “BAM”
BERLIN, OCTOBER 31, 2018 // Zalando Media Solutions (ZMS), the marketing unit of Zalando, is adding creative services and consumer insights to its range and reinventing itself as Zalando Marketing Services, while maintaining its clear focus on external Zalando partners. In the future, ZMS will be concentrating on the synergy between data-driven marketing and creative content, based on insights from more 24 million active customers in 17 European countries.
Established in 2015 as a marketer of advertising formats and target groups, the company now has some 250 employees. Having constantly added further solutions to its portfolio such as influencer marketing via Collabary and audience marketing via the zTypes fashion typology, it is now rounding off its holistic marketing services with the creative unit creative.lab” and consumer insights, offering a 360° marketing service to brand partners.
Andreas Antrup, Managing Director of Zalando Marketing Services: “With our expertise from 10 years of Zalando, our extensive knowledge of the e-commerce market and insights from over 24 million active customers in 17 markets, in Zalando Marketing Services, we are creating a holistic solution for supporting brand partners with effective media solutions, creation and content, consumer insights and influencer marketing through to strategic advice.” Under Armour is the first sports and lifestyle brand to use the expanded 360° service in the context of the “BAM” campaign.
In conjunction with ZMS, on the basis of extensive consumer insights, the 360° creative campaign was tailored to the target group “active women,” produced throughout Europe via a wide range of channels and adjusted to specific target groups in order to strengthen the brand in the defined segment.
Brian Connell, Brand Director of Under Armour Europe, added: “ZMS has developed an outstanding concept that enables excellent contact with new customers. The campaign was a great success. By combining creativity with a data-based marketing approach, the campaign led to a sharp rise in brand recognition in the target group and significant sales growth.”