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"What the f ** k is about you?" was the sentence that we have read and seen on social media for days. Tik Tok, Instagram, Youtube, radio and television ... no media has been spared! Many are still wondering what About You really is, while others are wondering if the pre-launch communication campaign was actually successful.
BY MARTA VANNELLI
CASE STUDIES , Saudi Arabia Email List
what the f ** k is about you
Table of Contents
What is About You?
The pre-launch phase
The omnical strategy of About You
The event in Milan
The post-launch
Our thinking
Conclusions
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"Who the f ** k is about you?" was the sentence that we have read and seen on social media for days. TikTok, Instagram, Youtube, radio and television… no media has been spared! Many are still wondering what About You really is, while others are wondering if the pre-launch communication campaign is actually successful.

We at Marketing Espresso have followed the strategy from the beginning and, once analyzed, we decided to share our opinion about it.

What is About You?
what the f ** k is about you pre-launch strategy
About You is a German e-boutique founded in 2014 and present in 24 countries, including - from September 2021 - also in Italy. It sells over more than 400,000 items of clothing and accessories for women, men and children between the ages of 18 and 45.

The brand's philosophy is very similar to Asos , Zalando and Yoox .

In all four e-commerce, in fact, different brands are available and there are products with different budgets. At the same time, they have developed their own private label to build consumer loyalty to their brand.

Zalando and About You, being both German e-commerce, can be considered direct competitors.

The pre-launch phase
About You e-commerce
We know that successful marketing is what generates curiosity and attention from the media and from its ideal and potential customers. This is why the About You pre-launch campaign was set up and structured on the various media platforms to create as much buzz around this brand as possible.

In fact, for days the social networks have been clogged with posts containing the phrase “Who the f ** k is About You? “, Generating an aura of curiosity and mystery.

Over 300 influencers, tiktokers and Youtubers were involved. From the most famous like Chiara Ferragni, Francesca Ferragni, Giulia Salemi, Andrea Damante or Andrea Cerioli, to the little ones like Giulia Izzo or Clarissa Rotelli. Two days before the event, these influencers shared photos and content on social platforms with the words “Who the f ** k is About You?”.

The advertising campaign also went on-air on television and radio, bringing everyone to talk about this new reality.

The omnical strategy of About You
In recent years there has not been such a massive and defined campaign across multiple media channels.

In the days leading up to the launch, in fact, the whole world of the web, from Instagram to TikTok, was full of content sponsored with the phrase "Who the f *** is About You?". The catchy phrase and huge online promotion has created huge hype among people and web users.

From 12 September, the first content shared by users began to appear, announcing the event on 14 September for the launch of the new brand. The first contents shared by the official About You account were also shared on Tik Tok to invite people to be connected.

From 13 September the first post was also shared on the Instagram page.

The social profiles, after a few days already count 40.4K followers and 138 thousand respectively.

If we consider the main target of the brand - mainly Generation Z and Alfa - the positioning on the most popular social networks of the moment was a prerequisite for reaching their ideal customer.

Furthermore, each content referred to a landing page with countdown to 14 September - the day on which the event was held and the site became availab
 
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