What's the problem?
That in itself is, of course, a universal message. Style knows no bounds. Nevertheless, it was important to tailor this campaign to the Belgian market. To appeal to a niche target audience—young Belgians between the ages of 25 and 45—Zalando turned to Chase.
The Chase way
Of course, we know exactly how and where to reach young Belgians. We’re young Belgians ourselves, and we have a whole community of local creators we love working with. It quickly became clear that social ads were the way to go, with TikTok at the forefront.
Together with the Zalando team and popular Belgian creators, we developed a local strategy. It was co-creation at its best, because everyone was able to contribute their expertise and creativity. Together, we translated the cool, open-minded vibe of the global campaign into a Belgian tone of voice and created a social media ad campaign for TikTok, YouTube, and Meta. We managed to seamlessly blend the authentic look and feel of TikTok with Zalando’s clean style. And that’s how the content we created for this campaign was 100% aligned with the streetwear communities in Belgium.
With a strong team of more than 30 experts, we created both vertical and horizontal video content—with an on-site shoot as the icing on the cake. Zalando is all about self-expression, so we made sure the creators we worked with had the freedom to express their authentic selves. That was also reflected in the choice of music and styling. Unpolished, delightfully real, and most importantly: with plenty of Belgian flair.
From global to local... and back again
And it paid off, as it turned out. We spoke the language of the streetwear community and received praise. They flocked to the Zalando website. The campaign also generated a lot of buzz on TikTok, YouTube, and Meta. A few ads performed so well that they were also used in other countries and markets, and one was even picked up by the global team. And so the circle was neatly closed once again. From Belgium to the world.
Credits
Strategy, concept, and project management: Chase - Elke Cossey, Annelies Droesbeke, Sven De Coninck, Jan D'hont
Video: Les Mecs - Jesse Vander Meersch, Jasper Flikschuh
Director: Dimitri Sterkens
DOP: Dries Vanderaerden
Photo: Thomas Ost
