Marko relies on community and humor
With a mixture of user-generated content and pointed storytelling, Marko brings the current spring campaign to the screens. The "Slowburn" creative concept stages the second-hand shopping experience with a wink.
The campaign is played out on social media, Google and YouTube ads and deliberately relies on a creative "slow burn" concept that gradually increases awareness. A key element is the close involvement of the Marko community: all the actors were cast from the Marko community and the campaign itself is inspired by user-generated content. In exaggerated everyday scenes, experiences relating to second-hand fashion are humorously staged - such as an unintentional encounter with the former owner of an item of clothing or the moment when a vintage purchase unexpectedly changes your own style.
"We wanted to capture the special moments that make second-hand shopping so unique - be it the unexpected find, strange encounters or the pure coincidence that turns an old item of clothing into a new favorite," says social media manager Anne-Sophie Jentgens, explaining the spring campaign.
Marko's media strategy relies on a combination of awareness and confidence elements to anchor the brand in consumers' minds in the long term. The campaign was produced in collaboration with 12Ahead and Vear Films.
Responsible with Marko: Anne-Sophie Jentgens (Concept - Social Media Manager), Nadine Buchschacher (Co-Head of Marketing), Alexander Sutter (Co-Founder). Responsible at 12Ahead: Joël Huber (Assistant Camera), Athina Weber (Photography), Srishti Savkur & Jennifer Bistoletti (Hair & Makeup). Responsible at Vear FilmsDario Bistoletti (Camera Operator), Noah Zanetti (Gaffer), Marco Kropp (Runner).
