What's the problem?
That in itself is, of course, a universal message. Style has no limits. Nevertheless, it was important to make this campaign locally relevant to the Belgian market. To appeal to a niche target group—young Belgians between 25 and 45—Zalando came to Chase.
The Chase way
Of course, we know very well how and where to reach young Belgians. We are young Belgians ourselves, and we have an entire community of local creators that we love to work with. It was therefore quickly 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. That was co-creation at its best, because everyone could bring their expertise and creativity to the table. 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've managed to seamlessly blend the authentic look and feel of TikTok with Zalando's clean style. And that's how the content we created in this campaign was 100% compatible with the streetwear communities in Belgium.
With a solid team of more than 30 experts, we created both vertical and horizontal video content—with an on-site shoot as icing on the cake. Zalando is all about self-expression, so we made sure that the creators we worked with were given the freedom to express their authentic self. That was also reflected in the choice of music and styling. Unpolished, deliciously real and most importantly: with lots of Belgitude.
From global to local... and back again
With results, as it turns out. We spoke the language of the streetwear community and received praise. They surfed en masse to the Zalando website. The campaign also created a lot of buzz on TikTok, YouTube, and Meta. A few ads did 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 completed nicely 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
