THE AGE OF TOUCH

April 2016

THE BIG QUESTION

WHY DID WE MAKE SUCH A RADICAL SHIFT?

1. CHANGE IN BRAND NEEDS

FROM KNOWING TO LIKING.

2. CHANGE IN BEHAVIOUR

FROM WATCHING TO TOUCHING.

MOBILE RULES THE WORLD

IT HAS BECOME THE NEW DOMINANT MEDIUM OF TODAY.

2 0 0 5 - P O P E I N A U G U R AT I O N

2 0 1 3 - P O P E I N A U G U R AT I O N

MOBILE IS THE DOMINANT SCREEN SCREENMINUTES PER DEVICE IN % EUROPEAN COMPARISON

0%

25%

50%

75%

100%

Italy France Germany Poland Spain UK USA

44%40%44%40%46%33%

45%

23%24%24%35%20%

25%

27%

33%36%31%26%34%41%

28%

TV Laptop + PCMobile Devices

AND PEOPLE AREN‘T JUST WATCHING BUT ALSO BUYING VIA MOBILE

Source: Zalando, Fact Sheet, 2015

MOBILE SHARE VISITS %

0%

15%

30%

45%

60%

2011 2012 2013 2014 2015

56%

41%

27%

13%

5%

WE ARE ENTERING A NEW AGE OF MARKETING

YOUTUBE MOBILE

WATCH TOUCH

GOOGLE

READ2010 20152005

WE NEED TO ASK A SIMPLE QUESTION

WHAT ARE PEOPLE TOUCHING?

OR, THE OTHER WAY ROUND:

WHAT TOUCHES PEOPLE?

A NEW APPRECIATION OF THE WEIRD

A NEW APPRECIATION OF THE WEIRD

A NEW SENSE OF HUMOUR

A NEW SENSE OF HUMOUR

A NEW SPEEDINESS OF COMMUNICATIONS

A NEW LEVEL OF PERSONAL EXPOSURE

A NEW LEVEL OF PERSONAL EXPOSURE

A NEW LANGUAGE

A NEW AESTHETIC

A NEW AESTHETIC

A NEW APPRECIATION FOR THE REAL

WHAT IS NEW AND DIFFERENT?

TOUCH IS INSTANT TOUCH IS REAL TOUCH IS HUMAN TOUCH IS EMPOWERING

NOW LETS LOOK AT TYPICAL ADVERTISING

IT FEELS SLIGHTLY DIFFERENT TO THIS!

TYPICAL TV ADVERTISING

TYPICAL PRINT ADVERTISING

WHAT ARE THE DIFFERENCES TO WHAT WE ARE USED TO?

INSTANT REAL HUMAN EMPOWERING

LINEAR FICTIONAL ARTIFICIAL DICTATING

TYPICAL ADVERTISING CLASHES WITH THE NEW REALITY

AS A DIGITAL FASHION PLATFORM

WE NEED TO RESPECT THE NEW CONTEXT

HOW WE CREATE OUR MARKETING CAMPAIGNS

INSTANT EVERY VIDEO NEEDS TO WORK WITHIN 3 SECONDS!

MOST PEOPLE ONLY WATCH THE FIRST 5 SECONDS OF MOBILE VIDEO AND 47% OF ALL ADVERTISING IMPACT HAPPENS WITHIN THE FIRST 3 SECONDS.

IN THE PAST IT TOOK A LONG TIME TO GET TO THE PRODUCTSTORYTELLING CONSUMED THE MAJORITY OF THE SPOT

PRODUCT + BRAND ARE INTRODUCED AFTER 31

SECONDS!

TODAY WE ARE TURNING THE MARKETING FUNNEL UPSIDE DOWN!

ACTION

DESIRE

INTEREST

AWARENESS

DIRECTLY INVOLVE PEOPLE WITH THE PRODUCT

DRIVE BROADER INTEREST THROUGH SHARING PRODUCT EXPERIENCES

EMOTIONALIZE PEOPLE THROUGH THE PRODUCT EXPLORATION

AMPLIFY THE EXPERIENCES TO THE MASSES THROUGH SOCIAL MEDIA

HOW WE CREATE OUR MARKETING CAMPAIGNS

REALNESS WORK WITH CHARACTERS NOT WITH MODELS.

MODEL COSTS ARE NOW BASED ON SOCIAL MEDIA FOLLOWERS

Cara Delevingne Estimated earnings: $9 million

Instagram followers: 29.5 million

Karlie Kloss Estimated earnings: $5 million

Instagram followers: 4.5 million

Kendall Jenner Estimated earnings: $4 million

Instagram followers: 55.2 million

Gigi Hadid Estimated earnings: $2.5 million Instagram followers: 16.7 million

BE AN INSPIRATION #SHAREYOURSTYLE

76% Mobile

3.3m Page Views

Instant Feedback Votes1.2m

1.5 m Total Users (Unique Visitors)

Uploaded Looksfrom Users10k

Source: Zalando Analysis, Global, 15 Markets, 4 Weeks

99.8% POSITIVE BUZZ AROUND THE CAMPAIGN

HOW WE CREATE OUR MARKETING CAMPAIGNS

HUMAN PLAY WITH SPONTANEITY, MISTAKES, SELF IRONY.

Headline

Building excitement for Zalando

10 OUT OF 10 AVERAGE RELEVANCE SCORE FOR VIDEO ON FACEBOOK

3 DAYS & 3 HOURS TIME IT TOOK TO SELL OUT THE GREEN JUMP SUIT

Source: Zalando Sales Insights, Facebook Insights, March – May 2015

1 BILLION TOTAL GLOBAL IMPRESSIONS

HOW WE CREATE OUR MARKETING CAMPAIGNS

EMPOWERING START CONVERSATIONS AND EMPOWER PEOPLE.

EXAMPLE

CALVIN KLEIN

GOING HYPER LOCAL

THE 4 PRINCIPLES FOR THE AGE OF TOUCH

INSTANT REAL HUMAN EMPOWERING

SUMMING UP WE ASK OURSELVES ONE QUESTION

WOULD I SHARE THIS?

THANK YOU