Zalando

What do I wear?​

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What's the case?

Translate the global 'What do I wear' campaign into local Amsterdam relevance. 

From: 'What do I wear to my ex's wedding? To: 'What do I wear if I end up in the FEBO on the Van Wou at 3am'? We turned these hyper-local insights into a series of memes - with a bizarre fashion twist launched with meme channels like Dumpert. As a result of its organic fit with channel and culture, the campaign exceeded its initial KPIs by +363%. Having over 7 million Dutch views organically, a thriving comment section, shares flying through the roof and FEBO sharing the content organically showed the  successful local relevance for Amsterdam's youth.