Zalando Social Media Strategy Overhaul

At Zalando I led the development and implementation of a new Social Media Strategy with a key focus on engagement, community and culture. Key elements of the strategy included:

Launch of TikTok @zalando

Rebranding of @zalando, @zalando_man to @zalando_street and @zalando_beauty

Cultural Reactivity Strategy increasing engagement

Content Strategy & Editorial plan

Community Management Strategy focused on engagement and brand safety

Integration of key business focus areas: Streetwear, Designer, Beauty, D&I and Sustainability

(Organic) Paid Strategy

Renewed team & agency set-up

A growth on TikTok from 0 to 1.7M followers today

An increase of reach on Instagram (feed & stories) across all channels due to more focus on zeitgeist and internet culture

An increase in engagement across all channels

On instagram @zalando grew from 600K followers to almost 2M, @zalandobeauty from 8K to 100K, and @zalando_street from 25K to 375K.