Localized Facebook campaign "IVY PARK" with megastar Beyoncé.
Doubling of Conversion.
Zalando is the leading online platform for fashion in Europe. Zalando offers its customers in 15 European countries the opportunites to conveniently and securely purchase countless products from a multitude of brands. Zalando has helped to establish e-commerce as a relevant economic factor for Germany.
In the shortest time to generate a very high level of attention for the fashion label "Ivy Park" from mega star Beyoncé on Facebook. The objective is, through the linking of an international star and the creation of regional relevance, to ensure greater attention.
Together with the agency Kemmler & Kemmler, an automatically localized video campaign based on Infinitizer has been implemented. Through the application of Facebook-targeting, the Facebook user is shown an individual spot version with their specified Facebook location. So, an online user from Pinneberg (a town on the fringes of Hamburg) would get the message "Pinneberg. Where is your park?" and not just "Hamburg. Where is your Park?"
Conversion has doubled in comparison to non-personalized versions of the spot. As a result of this success, three similar Zalando Facebook campaigns have already been realized with Infinitizer.
"Linking the brand message of an international star with the immediate local environment of users is very powerful. A more direct approach in the context of a pan-European campaign is currently not really imaginable." Carsten Hendrich, Vice President of Brand Marketing at Zalando.