Zalando

What do I wear?

 

Background and Ask

Translate the global 'What do I wear' campaign into local relevance for Amsterdam. 

 

Insight

The global campaign asks: 'What do I wear to my ex's wedding? To create local cultural relevance, we used occasions such as; What do I wear if I end up in the FEBO on the Van Wou at 3am? 

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Idea

To launch the AW24 campaign locally, we turned hyper-local insights into a series of memes - with a bizarre fashion twist. As we knew we couldn't just throw cultural relevance into OOH, we seeded the campaign where culture lives: meme channels. Relying on our local insights, we distributed the memes unbranded, to fly organically. 2 weeks later we reclaimed all viral pieces of the internet in OOH with the Zalando logo.

 

Result

As a result of its organic fit with channel and culture, the campaign exceeded its initial KPIs by +363%. Over 7 million organic views (that's a lot of Dutch Gen-Z hearts), a booming comment section and shares flying through the roof proved that we were successful in creating local amplification for Amsterdam's youth.