Equality, self -acceptance, diversity, inclusion and sustainable development – Zalando promotes the values of the generation with
In 2021 Best of Facebook KTR, in which the industry rewards the best Polish campaigns implemented on Facebook and Instagram, the Zalando campaign was awarded. Silver received the work “Picture of the Generation Z”, i.e. a series of real portraits created in contrast to the fleeting digital reality, in which this generation functions. The paintings were immortalized by young activists, representing values and attitudes worth imitating, such as inclusiveness, equality, diversity, self -acceptance and balanced fashion.
Portrait versus volatile digital reality
Making the recipients of the campaign depends and would like to engage in the world of the brand is the basis of every social media strategy. Referring to collective passions, creating alliances with similar -thinking people is the best way to maximize the impact of the campaign. This is what Marek Zalando put on the campaign “Picture of the Generation Z” campaign.
The actions of young activists creating content mainly on the Internet are often underestimated and their voice – deaf. The brand dared to give them a special strength and help them reach the recipients in a traditional, though unconventional way, capturing the heroes of the campaign in unique portraits, painted by the artist Justyna Grodecka, a representative of the generation with.
Physical images do not pass – they stay forever. Just like the values professed by young activists. In addition, the “picture of the generation Z” is one of the first campaigns in Poland, in which representatives of this generation took the floor: influencers-detectivists who, with their presence in social media, promote values such as equality, self-acceptance, diversity, inclusiveness and sustainable development. Zalando made their voice stronger and allowed them to reach the group of recipients far beyond social media.
– The selection of influencers was not dictated by their reach, but in real commitment to the value they promote, thanks to which we came directly to the representatives of the generation from the campaign identifying with the heroes and their activity to the values promoted in the campaign – emphasizes Radosław Smorga, Business Development Director & Partner 180heartbeats + Jung V Matt.
As part of the activities, a video material was created showing the silhouettes of five activists, the values they represented and the process of making images. In addition, a separate video manifesto was prepared for each of the characters, in which activists talked about their values.
The effectiveness of the “Picture of Generation Z” campaign has been confirmed by the results of the Brand Lift study: Campaign awareness +4.7 points (norm: +2.3 points); Knowledge of advertising in the 18-24 age range is +5.7 points (standard: +4.7 points); The Affinity Index (Affinity) was +6.3 points; and Affinity Index among women aged 35-44 is up to 11.3 points (standard: +1.8 points).
Creating something that no one has done yet, gives decisive bonus points. The campaign results turned out to be so spectacular that they became a benchmark of communication in social media mentioned by Facebook himself.
– “Picture of the generation with” we distinguished the silver of the Best of Facebook category as an example of an image campaign perfectly realized in terms of workshop. Its authors used Instagram to make a story about diversity in a variety of ways. I would like more campaigns published on our pages to derive from the wealth of the forms of expression available here – says Adam Nowakowski, Creative Agency Partner in the Meta team.