The World's Most Elegant Cities
Zalando is a European e-commerce company, based in Berlin, Germany. The platform offers fashion and lifestyle products to customers in 17 European markets. Zalando approached ABCD because they needed a strategy to improve their overall brand awareness and online visibility. Zalando was particularly interested in building engagement and links from a wide range of consumer-facing media.
In order to create a study on the ‘Most Elegant Cities in the World’, ABCD selected 80 destinations that were known for their thriving fashion scene, cultural and historical architecture, and tourism desirability.
For each city, ABCD assessed quantitative data such as the number of main fashion ateliers, the number of designers, fashion weeks, shows, expos and general events in the city. We also assessed survey feedback from more than two thousand fashion and architecture journalists asking them to rank cities on a five-point scale according to perceived elegance. Finally, ABCD analysed how affordable it is to obtain these indicators of an elegant lifestyle by assessing the cost of living and local purchasing power in each city.
The results from this process revealed a definitive list of the world’s most elegant cities. The data and content were hosted on a separate landing page to offer a linkable asset for publications. To view the campaign, please click here.
The campaign secured 356 clippings, with 128 backlinks in 6 markets. In addition to the online circulation, the campaign generated wide reach through social media.
PIECES OF COVERAGE
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