To evolve Zalando’s social tone of voice, I pioneered the “Comments-as-Creative” strategy - repurposing witty, culturally relevant community comments into brand-led creative executions.

The approach flipped passive engagement into active storytelling, allowing Zalando to respond to culture with humour, personality, and relatability. This not only strengthened the brand’s voice but also positioned Zalando as part of the conversation rather than an observer.

My role:

• Conceived and launched the “Comments-as-Creative” framework

• Defined Zalando’s playful, welcoming, and bold TOV on social

• Worked with agencies to scale the approach across markets and formats

Impact:

• Increased engagement and shareability of Zalando’s social content

• Helped define and codify the brand’s social tone of voice

• Became a repeatable, scalable format for reactive content