Zalando
See banners, think billboards
A banner on the Zalando homepage had millions of daily views, but not many clicks.
It looked like this:
Many things were tried: workshops, frameworks, user testing, benefit architecturing, and of course, AI.
Until this writer offered a radical, even revolutionary idea.
I worked with an art director to use existing images in a striking new way.
And I worked with a junior writer to come up with scroll-stopping headlines and conversational CTAs.
The idea: creating little banners with big billboard energy.
Some old fashioned copywriting
From a homepage banner to a campaign platform
Simple enough to adapt for every channel. Flexible enough to keep going.
It worked so well that we built it into a campaign with executions based on location, time, interests, shopping history, weather, cultural trends, and on and on. And on.
