At Zalando I led the development and implementation of a new Social Media Strategy with a key focus on engagement, community and culture. Key elements of the strategy included:

• Launch of TikTok @zalando

• Rebranding of @zalando, @zalando_man to @zalando_street and @zalando_beauty 

• Cultural Reactivity Strategy increasing engagement

• Content Strategy & Editorial plan

• Community Management Strategy focused on engagement and brand safety

• Integration of key business focus areas: Streetwear, Designer, Beauty, D&I and Sustainability

• (Organic) Paid Strategy

• Renewed team & agency set-up

This new strategy resulted in:

• A growth on TikTok from 0 to 1.7M followers today

• An increase of reach on Instagram (feed & stories) across all channels due to more focus on zeitgeist and internet culture

• An increase in engagement across all channels

• On instagram @zalando grew from 600K followers to almost 2M, @zalandobeauty from 8K to 100K, and @zalando_street from 25K to 375K.

• Zalando being the fastest growing brand on Instagram amongst it’s competitors.