Dorothy Perkins Exclusive Zalando Collection – Collabary case study

The challenge

Fashion brand Dorothy Perkins were looking to create awareness (and yes, quite a bit of excitement too) around three exclusive collections launching for spring/summer 2017.

They wanted a content creator partner who could showcase their new styles, and ultimately drive a great deal of traffic and sales through the Zalando website.

The plan

We helped Dorothy Perkins to find and approach fashion and lifestyle blogger Laura Noltemeyer (also known as @designdschungel) – an ideal fit for the kind of audience they were hoping to inspire with their collections.

Laura and Dorothy Perkins then worked together to form their content strategy, with photo-shoots taking place at a few of Berlin’s most beautiful backdrops.

Then, as soon as it was time for Dorothy Perkins to go live with their new collections, Laura (and nine other content creators from Germany, Switzerland and Austria) launched their own Instagram and blog content to promote the clothes.

 

So, what happened?

Having created 70 Instagram posts across the campaign – and having earned a significant number of regrams – the content made more than 2.6 million impressions.

But having very much ticked off the awareness part of the job, what about driving traffic and, most importantly, those sales?

Well, alongside the work done by Zalando Media Solutions, the campaign managed to drive the sales of 56,000 items from the collection – an enormous 63% increase on sales for Dorothy Perkins, season-on-season.

 

And, what did Dorothy Perkins have to say…

“I wanted to work with influencers to help increase awareness of our brand. Collabary offered an easy, stress-free solution to achieve this – not just aligning us with some fantastic influencers and creating quality content, but also building and nurturing those relationships.”

Keith O’Brien, Dorothy Perkins