Zalando: Social Media Strategy

Zalando campaign. A woman in a vibrant pink floral dress and high heels is crossing a city street, smiling and holding a purse, with buildings and pedestrians in the background.

From 2019 to 2022 I led the development and implementation of a new social media strategy for Zalando, one of Europe's largest fashion platforms, with a focus on engagement, community and culture. I managed a team of 15, ran agency pitches, developed the team structure and built the processes for content planning. Day to day I oversaw two agencies directly, alongside working with additional creative and paid social agencies through internal stakeholders.

The strategy was built around making Zalando's social presence genuinely culturally relevant: reactive to internet culture and the zeitgeist, rooted in community, and reflective of the brand's key focus areas including streetwear, designer fashion, beauty, D&I and sustainability. It included a full content strategy and editorial plan, a community management framework, an organic and paid social approach, and a renewed team and agency setup.

Key milestones included launching TikTok @zalando from scratch, rebranding @zalando_man to @zalando_street and launching @zalando_beauty as a standalone channel.

The results spoke for themselves. Zalando grew from 600K to almost 2M followers on Instagram, @zalando_street from 25K to 375K, and @zalando_beauty from 8K to 100K. TikTok @zalando grew from 0 to 1.7M followers. Zalando became the fastest growing fashion brand on Instagram amongst its competitors.

Zalando campaign. A hand holding a yellow beaded bag with sunglasses hanging from it, above a swimming pool with clear blue water.
A woman wearing oversized black sunglasses, a black blazer, a black crop top, and shiny blue sequin pants walking on a city sidewalk near parked cars, with a group of onlookers in the background.