Fabulous
dynamic video ads
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.
Concept #1
Liquid fashion Age of target audience: 18-25
To experience what fashion liberation feels like, we made the images liquid – distorting and transforming like reflections in water.
Music: Ambient, downtempo and experimental electronic sounds
Concept #2
Catwalk Age of target audience: 26-35
We strike out as we rewrite the rules. Fashion is about imagination, exploration of shapes and colours, movement of mind.
Music: Techno, minimal, futuristic
Concept #3
A game you play Age of target audience: 18-25
A good experience is a fun experience, rewarding, satisfying. It's like playing a game …
Music: Arcade, eighties
Concept #4
Free to dream Age of target audience: 26-35
Zoom in, zoom out, take a close look – fashion is in the detail. We touch those clothes with our eyes, playfully, checking them out.
Music: Instrumental, organic and dynamic
Concept #5
Take a close look Age of target audience: 26-35
Zoom in, zoom out, take a close look – fashion is in the detail. We touch those clothes with our eyes, playfully, checking them out.
Music: Instrumental, organic and dynamic
Beauty and the beast
As well as the video templates we created HTML ads to accompany the video campaign. One of the challenges we faced was the limits of animation as well as weight limitations. This is why, instead of copying the ideas, we translated them into the realm of HTML.
