Zalando – Fabulous dynamic videos
The dynamic video advertisements we developed for Zalando, a global fashion e-tailer, illustrate the remarkable results when data informs creativity. As a leader in personalized marketing, Zalando is making significant investments in automation, and for good reason: dynamic ads are more captivating and offer an enhanced customer experience, which fosters loyalty and generates brand interest. According to Think with Google, customers are 40% more inclined to spend more when their experiences are tailored to their preferences. Incorporating this approach into video advertising is part of Zalando's marketing strategy. The company is focusing on understanding audience engagement with its YouTube campaigns to utilize those insights for improving outcomes, whether that involves attracting new customers or increasing conversions. Our role was to design the video templates that could meet these requirements.
The mechanics behind the magic involve these templates that pull in text and images from an online folder, rendering them in various versions based on the target demographic. The video engine operates on an online server, allowing for on-demand rendering of these dynamic videos, a significant upgrade from previous generations of video template ads that were simplistic and challenging to automate.
A critical value for Zalando is the "freedom to be." Reflecting this, our creative strategy aimed to celebrate individuality by developing templates with unique aesthetics. After consulting with the client, we learned that their customers range from 18 to 45 years old, leading us to categorize the templates into three age segments (18–25, 26–35, and 36–45). We also divided the audience into two segments: prospecting and retargeting, which helped us generate six distinct creative concepts.
