Perfetti van Melle Digital Maturation Journey: In Housing with Eurail

Goals

Zalando Marketing Services (ZMS) is fashion brand Zalando’s 360° marketing unit. Zalando is the largest European e-commerce platform for fashion and lifestyle and one of the top 50 e-retailers globally. ZMS was looking for a partner to support in building an automated data-driven creative solution that leverages dynamic capabilities. ZMS also wanted to train their in-house teams to independently roll out similar strategies across multiple known brands. ZMS’s marketing team was looking to achieve a more personalised ad experience and drive a modular design approach to further improve ROI/uplift in conversion, and an increased engagement of ads using an automated solution. DQ&A was tasked with:

  • Defining creative production standards
  • Defining creative best practices
  • Creating modular dynamic creative templates
  • Delivering automated solution and training to in-house teams

Strategy

  • Created a data & audience strategy to support all markets
  • Designed creative concepts in modular design
  • Customised Seamless Creative for ZMS for automated DCO.
  • Delivered Creative Learning Series

Results

  • Reduced time to create and edit creative by 87%
  • 36% increase in creative engagement.
  • 6.8x increase in campaign click through rates.

“DQ&A is an important partner in developing dynamic creative automation. With their media expertise and technical knowledge, we have created 6 dynamic creative templates which use a multitude of signals. This has allowed us to personalize our creative strategy for our audiences based on every step of the funnel. In addition to these templates, DQ&A have provided extensive hands-on technical training and support to enable our team to scale our dynamic programmatic media offering.”

Ara Salbashian - Media Team Lead at Zalando Marketing Services
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