CLIENT: 26LIVE BY ZALANDO

As the Interim Marketing Lead for Denmark in 2024, I was responsible for the planning, management, and execution of the launch of 26LIVE: a tailored streetwear campaign using fashion, music, and community as the main drivers to deepen Zalando’s streetwear consideration among new target audiences. Successfully executed, 26LIVE was a traveling pop-up event series with stops in Copenhagen, Aarhus, and Odense throughout the summer.

From June to September, we worked closely with our local agency, Morch & Rohde, to bring a Streetwear Hub to each stop, open for exactly 26 hours non-stop. This hubs showcased Zalando’s curated streetwear assortment in a physical store format. Partnering with credible local streetwear players, such as Veneda Carter, Deavy Rosse, and Emilie Briting, we created a space that bridged the gap between the online and offline shopping experience. Visitors were able to explore, try on, and interact with each garment before making a purchase decision through Zalando’s platform.

After the 26-hour Streetwear Hub, a free street concert took place on the 26LIVE truck in the heart of each city visited. Featuring top national urban talents like ICEKIID, Bathsheba, Baloosh, Kundo, Kind Mod Kind, BBYBITES, and Hav & Kamal, the concerts attracted over 6,600 visitors and significantly boosted Zalando’s streetwear perception and awareness in the market.

Supported by a robust communication strategy, 26LIVE utilized owned, paid, and earned media channels. A digital campaign ran throughout the summer, with 26LIVE being featured on Zalando’s website through a landing page and curated collection pages, as well as paid ads on TikTok, Instagram, YouTube, and Spotify. The campaign also included a strong influencer partnership layer, out-of-home wildpostering, and a media partnership with SoundVenue.

FULL CREDITS

Client Zalando
Agency Morch & Rohde