CULTURE FORWARD

Covering trends and conversations in hip-hop, streetwear, sneakers, and youth culture through a retail lens.

Relevance starts here.

ZALANDO

Zalando SE is a leading European fashion and lifestyle e-commerce platform, generating over USD 12 billion in annual revenue and active in 25+ countries. Zalando also owns Highsnobiety, further expanding its influence in contemporary fashion and streetwear.

As Lead Channel Manager, I spearheaded global social media strategies for large-scale campaigns, one being the IVY Park launch in 2016. See the case study below.

ZALANDO X IVY PARK CASE STUDY

THE CHALLENGE

Zalando needed to introduce the IVY PARK brand across Europe, showcasing it as more than activewear. They aimed to connect with women by promoting IVY PARK as a symbol of strength and confidence. The campaign had to be tailored to each country while creating a unified message across all markets.

THE STRATEGY

The campaign was built around Beyoncé’s IVY PARK story, inviting women to share their “parks” through the hashtag #MYPARK. Zalando launched a digital hub featuring local influencers, creating a space where users could explore the brand and find inspiration. They used social media ads and user-generated content to engage audiences and make it easy to shop the collection.

THE RESULT

In just two weeks, the campaign reached 178 million impressions on social media and saw over 6,300 uses of #MYPARK. The digital hub had 1.5 million page views, driving €2.2M in revenue. Localized video ads performed really well, with more likes and clicks than traditional TV content, highlighting the campaign’s success in connecting with local audiences.