How to set up a Consideration campaign

Increase your brand and article visibility with Sponsored Collections. This powerful ad format appears on the Zalando homepage, helping customers discover your Collections through engaging content.

Drive consideration and engagement: Boost your product page traffic, wishlist additions, and cart-additions by showcasing your product range.

Reach new customers: Your advert will appear to a wider audience, including those who haven't yet bought or are still deciding. Gain new followers, track new followers and follower growth on your Brand Home.

Smart, data-driven optimisation: Using dynamic product selection in the Collection carousel on the Zalando homepage can increase click-through rates by 30-40% through our AI-powered algorithms.

Effective audience targeting: Benefit from brand affinity targeting for Sponsored Collections. This can increase add-to-wishlist actions by 96% and add-to-cart actions by 82%, compared to campaigns without targeting.¹

Increased impact: On top of campaign visibility, each time you publish a collection, we'll send an email and app notification to your brand followers with a link to your Collection page.

To create a Consideration campaign you can either set up a New Collection directly through the Ad Manager in zDirect, or Import a Brand Home Collection that you have already set up in the Brand Homes content management system (CMS).

Find more information and how to get access to Brand Homes, learn how this feature can help your brand foster a deeper connection and higher engagement with your customers.

You need at least 20 articles (SKUs) live on Zalando to be eligible for a Brand Home account. A Collection can hold from 9 to 999 articles (SKUs).

1. Log into zDirect and navigate to the Marketing module and select the Ad Manager. Click on the New campaign button to reveal the drop down menu. Under Consideration, choose New Collection.

2. Enter the name of your campaign (e.g. brand, Collection name and the season or date) 

3. Set the duration of your campaign

• The earliest go-live date for your campaign is 5 days after submission for review, as all creative assets and copy must be reviewed before launch.

• Example: If you submit your campaign for review on March 1st, the earliest go-live date you’ll be able to select is March 9th. Ad Manager will automatically restrict date selection to comply with this review window.

4. Add optional notes to the campaign to include background information like brands or article categories.

5. Select the markets in which you would like to publish your Collection.

6. Allocate your budget to the various countries you have selected and split it between web and app.

7. Select the targeting group for your campaign. Target group options align with the same categories Zalando customers see on the website and app.

Targeting Multiple Groups:

There may be cases where targeting multiple groups within the same campaign makes sense, such as promoting a unisex Collection or showcasing both maternity and kids articles simultaneously. That’s why the Consideration campaign setup allows you to select more than one target group. Simply click on the groups you’d like to include, and they’ll be added to your campaign accordingly.

8. Select the articles you’d like to show alongside your image and copy text. 

• Custom selection: Pick SKUs manually by using filters or search the SKU code in the search bar.

• Bulk upload: Easily and quickly upload a CSV file containing your SKU selection separated by comma.

9. After validating your SKU range you can confirm your selection by clicking Next.

10. Finalise your Collection by adding an image or video that will be shown alongside it.

11. Set your preferred background colour.

12. Add a title, subtitle and description to catch customers interest

13. Select Languages to add translations in all participating countries.

14. Click Next on the bottom of the screen and preview your settings and selections.

15. Finalise the campaign set up by clicking Save Changes.

• New collections will be published on the Zalando homepage and in your Brand Home, according to the selected gender.

• After your campaign has concluded its runtime, your Collection will remain organically visible in the Zalando catalogue and your Brand Home. Unpublish the Collection by logging into your Brand Homes account.

• Treat your article carousel as your virtual window display, this is where you have a chance to create a great first impression and attract customers to explore your articles.

• Having a short but exciting copy with title, subtitle and description will make your Collection stand out, the attractive visuals will make it more memorable. To make your story stick, we recommend using bold, bright images and videos that represent your Collection.

1. Log into zDirect and navigate to the Marketing module and select the Ad Manager. Click on the New campaign button to reveal the drop down menu. Under Consideration, choose Import Brand Home collection.

2. Choose the Collection you want to import from a list sorted by publishing date, gender, country and articles.

3. Enter the name of your campaign (e.g. brand, collection name and the season or date)

4. Set the duration of your campaign.

As your Brand Home collection has already been approved, you can schedule your campaign to start within 2 days after the date you submit your campaign for review.

5. On the next page, input fields will be pre-filled based on your Brand Home settings.

• Your imported campaign can not be edited in the Ad Manager.

• To change details like gender, selected articles, selected countries, copies, assets, images and colours please log into your Brand Home CMS and adjust your settings there. The new settings will sync automatically and the changes will be reflected in the Ad Manager.

• Only the copies in the languages of the selected markets for your campaign will be visible.

6. Allocate your budget for the countries displayed and split it between web and app.

7. Click Next on the bottom of the screen to preview your Collection based on the information imported from your Brand Home.

8. Finalise your campaign set up by clicking Save Changes.

9. To publish the campaign select it from the summary page, and click Publish in the Campaign detail page.

Once your campaign has been published, it will be visible in the Campaign breakdown page.

• Your Collection must already be published through Brand Homes, meaning it needs to have been approved through the Brand Homes quality assurance process. 

• All Brand Home imports have to go through an additional 2-day ZMS approval process. 

• You can select a smaller number of countries than your organic Collection. For example, if your Brand Home Collection is live in 10 countries, you can choose to boost it in only your top 3.

Our Quality Assurance experts determine if the submitted content meets all our requirements and a preliminary copy-check is made, to assure your submitted text is free of errors and aligned.

To make the most of your Consideration campaigns with Sponsored Collections we recommend considering the following points.

Drive revenue and business growth by positioning your articles strategically for high relevance and visibility, increasing the likelihood of converting potential customers into purchasing customers.

• • Article
  • Updated

  How to set up a Conversion campaign

You have more questions about Sponsored Collections? Find answers in this dedicated FAQ article linked below.

• • Article

  Ad Manager FAQs