Zalando: #WeWillHugAgain campaign

n 2020, at the height of the pandemic, I led the UGC activation at the heart of Zalando's holiday campaign #WeWillHugAgain. The concept was simple and deeply human: invite people to share a favourite hug memory on Instagram, and for every post Zalando would donate €5 to the Red Cross. The response was so overwhelming that Zalando increased the total donation to €100,000, supporting Red Cross coronavirus response and mental health services for vulnerable communities.

My role spanned the full execution: developing the posting plan, creating all the social content, and overseeing communication across PR, talent, Smarts Agency and the corporate responsibility team. It's a good example of how I work, connecting the dots across departments and stakeholders to bring a campaign to life cohesively.

The activation brought together some of fashion's most prominent voices, including Brooklyn Beckham and Nicola Peltz, Diane von Furstenberg, Jeremy Scott, Munroe Bergdorf, Leonie Hanne and Tamu McPherson. The campaign generated over 4,000 uploads on Instagram and was covered by British Vogue and GQ.

This campaign means a lot to me. Not just for its message, which felt genuinely necessary at that moment, but because it showed what's possible when strategy, creativity and human purpose come together across an entire organisation.

We will hug again Zalando campaign. Young girl wearing a blue dress with pink polka dots sitting on a wooden stool against a wall with a large pink, red, and black abstract painting.
Zalando We Will Hug Again campaign,. Four young women are having fun together, with some sitting and others standing or leaning, on a wooden platform inside a room with a beige wall.
Zalando We WIll Hug Again Campaign with Diane Von Furstenberg. A woman holding a child in her arms at a social gathering, with other people visible in the background.