Zalando

#MainCharacterEnergy

 

Background

Data reveals that Zalando struggles to connect with Gen Z, its fastest-growing consumer group. Winning over Belgian Gen Z is critical for the brand’s long-term success, making it essential for Zalando to adopt new, innovative, authentic strategies that resonate with this audience's values and preferences.

 

Insight

#MainCharacterEnergy, meaning being unapologetically confident, was a fast growing phenomenon in online culture which underlined Zalando’s long-term vision of being your true self. We harnessed this momentum by partnering with Gen Z hit series "WTFock" featuring the main character of this year, Otis who shares this global energy.

 

Idea

For the launch of the SS24 campaign, we integrated Zalando naturally into WTFock’s storyline through a strategic partnership designed for an audience that values authenticity. 4 episodes of S06 followed Otis as he was streetcasted and growing into his confidence of becoming the main character of the Zalando campaign. At the intersection of reality and fiction, aligning perfectly with the show’s genuine spirit.

 

Result

With #MainCharacterEnergy, we tapped into a global trend, connecting Otis' worlds and placing Zalando at the heart of it. Millions of views and shares led our target audience directly to Zalando. We didn’t just join the conversation—we became it, positioning Zalando as the go-to brand for those ready to claim their #MainCharacterEnergy.