Elespacio

Description

The dynamic video ads that we created for the multinational fashion e-tailer Zalando show the magic that can happen when data feeds creativity. As a pioneer in marketing personalisation, Zalando is investing heavily in automation. This is with good reason: dynamic ads are more engaging and provide the best experience for customers, enhancing their loyalty and building interest in your brand. According to Think with Google, customers are 40% more willing to spend more when their experiences are highly personalised. As part of its marketing strategy, Zalando is extending this into the realm of video ads. It’s putting investment into understanding how its audience engages with its YouTube video campaigns, and using its learnings to improve performance, whether that means new customers or more conversions. Our job was to create the video templates that were up to the task. How the magic works These templates “suck in” text and images from an online folder and then render them in batches in different variations according to the target audience. The video engine can also run on an online server, which means these dynamic videos can be rendered on-demand. A dramatic improvement on the previous generation of video template ads which were basic and difficult to automate. Free to be A key value for the Zalando brand is “freedom to be”. In line with this, our creative approach was to champion individuality, creating each template with its own distinctive look and feel. After interviewing the client, we discovered that Zalando’s customers are aged between 18 and 45, so we decided to divide the templates into three age groups (18–25, 26–35 and 36–45). We also divided the audience into two groups: prospecting and redirecting, and then came up with six creative concepts.