Zalando chooses Ogilvy for influencers

Ogilvy's PR team has recently secured two new clients to work with not only in PR and communications, but also influencer marketing. For the German online fashion retailer Zalando, they will take care of the complete influencer coverage on the Czech and Slovak markets, from setting up the strategy to implementing the campaigns.  It will be responsible for long-term collaborations with online creators on an ambassador basis as well as the implementation of tactical campaigns to support seasonal commercial and brand themes. The approach will be globally based but will also introduce purely local insight and themes.

"One of the first tasks we are working on for Zalando is to set up a year-long influencer marketing strategy, and in terms of specific campaigns, local activations for the Marianne Days shopping event and other seasonal activities," says Václav Rambousek, PR & Influence Director at Ogilvy, adding: "Developing expertise in influencer marketing is one of the priorities for our team this year. We are building this expertise on years of rich experience working with brands from different industries and it is led by Tereza Hadrbolcová." Ogilvy PR currently provides influencer marketing for cosmetics company Cosnova, which includes brands such as essence and Catrice. It also supplies expertise in this area to other teams within the agency or within WPP.

At the beginning of the year, Ogilvy's PR team began a long-term cooperation with Kaumy Czechia, which represents several food brands in the healthy lifestyle sector (e.g. 4SLIM, Hamánek and Melta), and thus expanded its existing portfolio of clients in the lifestyle, FMCG and retail sectors. The cooperation will focus on creating content based on product communication and professional education about healthier lifestyle.

"Our focus now is on the 4SLIM brand, which has recently undergone a rebranding and is strengthening its product communications. Our goal will be to bring them closer to a younger audience not only using classic PR tools including media relations, but also with the involvement of influencers and social media to help improve the awareness of the Czechs about varied and balanced eating and give them the necessary inspiration," says Tereza Raidová, Head of Consumer PR Business Ogilvy.