Annabelle and Zalando team up for video campaign
The Commercial Content Studio of the women's magazine Annabelle and the fashion platform Zalando have implemented a joint campaign with the support of Marty-Trezzini. The six-part video series "What do I wear?" runs exclusively on Annabelle's social media channels.
Based on Zalando's fall/winter 2024 slogan "What do I wear?", the series features a female protagonist from the Annabelle-universe, presenting her personal style and three outfits styled by her. Inspired by everyday situations such as a Business meetingone Girls Night Out or a Weekend in the mountainsthe 40-second short-form videos are intended to show the versatility of the Zalando range and the personal style of the protagonists.
The videos were realized by the Zurich production company Marty-Trezzini and published in the Annabelle-Viaduktbogen, the home of the editorial team. Each video is accompanied by a voiceover of the respective protagonist.
The videos appear in portrait format as Instagram reels, supplemented by an article on Annabelle.ch. In addition, the series will be shared on TikTok and supported by partner content articles on Annabelle.ch and teasers in the Annabelle-newsletter.
"Our collaboration with Zalando shows what innovative native advertising can look like: It combines authentic storytelling with high-quality fashion content. The reels give users a personal insight into the style of our protagonists and at the same time provide inspiration for their own outfits," says Laura Catrina, Head of the Annabelle Content Studio.
The first three Zalandox videosAnnabelleCollaboration have already been published, the others will be played out by mid-January.
Responsible at Annabelle: Laura Catrina (Head of Commercial Content), Sophie Eggenberger (Head of Events & Product Manager), Maryama Lewis (Project Manager Commercial Content). Responsible for Zalando: Maximilian Straubmüller (Senior PR Manager AT/CH). Responsible at Marty-Trezzini: Alix Gerber (Project Lead), Romina Häner (Art Director), Emil Maeder, Pauline Schmid.
