{"id":12613,"date":"2022-04-20T12:43:26","date_gmt":"2022-04-20T10:43:26","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=169564"},"modified":"2022-07-30T15:11:05","modified_gmt":"2022-07-30T13:11:05","slug":"donald-schneider-der-koenig-der-kampagnen","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2022-04-20\/donald-schneider-der-koenig-der-kampagnen\/","title":{"rendered":"Donald Schneider: il re delle campagne"},"content":{"rendered":"<img class=\"aligncenter wp-image-169565 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/04\/DONALDSCHNEIDER_photo_by_HenrikNielsen_10_140.jpg\" alt=\"Donald Schneider\" width=\"1200\" height=\"900\" \/>\r\n\r\nDonald Schneider \u00e8 considerato l'inventore della collaborazione nel marketing. Nel 2004 ha lanciato per H&amp;M la campagna forse pi\u00f9 importante nella storia dell'azienda. Ha dato vita a una collezione congiunta tra H&amp;M e Karl Lagerfeld. In questo modo ha consolidato la collaborazione come strumento di marketing.\r\n\r\nOggi, marchi come Chlo\u00e9, Boss, H&amp;M, H&amp;M Home, Highsnobiety, About You, Pandora e Zalando si aggiungono alla sua lista di clienti. Il 13 giugno \u00e8 relatore allo Swiss Brand Congress. Lo abbiamo incontrato in anticipo per una breve intervista.\r\n\r\n&nbsp;\r\n\r\n<strong>Signor Schneider, lei \u00e8 considerato l'inventore del marketing collaborativo. Hai inventato il gioco. Come si gioca?<\/strong>\r\n\r\n<strong>Donald Schneider:<\/strong> Per rimanere culturalmente rilevante come marchio di moda o lifestyle in futuro, le collaborazioni e i drop speciali sono pi\u00f9 importanti che mai. E questo \u00e8 esattamente ci\u00f2 in cui siamo specializzati con il nostro Creative Studio, dall'idea alla realizzazione.\r\n\r\n&nbsp;\r\n\r\n<strong>Una delle tue campagne pi\u00f9 recenti \u00e8 la collaborazione con Kendall Jenner per About You. Qual \u00e8 il segreto del suo successo nel lavorare con queste superstar?<\/strong>\r\n\r\nNel corso degli anni, abbiamo costruito una super rete e abbiamo collaborato e fatto campagne con molte celebrit\u00e0 internazionali. I contatti personali sono l'alfa e l'omega nel nostro settore.\r\n\r\n&nbsp;\r\n\r\n<strong>Quando un'azienda dovrebbe attenersi all'influencer marketing secondo lei, quando invece consiglia le collaborazioni?<\/strong>\r\n\r\nDipende dalle aspettative del cliente. Siamo specializzati in grandi frange per portare un marchio al livello successivo. Con grandi collaborazioni globali e le corrispondenti attivazioni di campagne a 360 gradi orchestrate individualmente. Al cosiddetto \"livello secondario\", questo include di solito l'influencer marketing globale e locale.\r\n\r\n&nbsp;\r\n\r\n<strong>Di cosa hanno bisogno i due partner per rendere una collaborazione un successo?<\/strong>\r\n\r\nPrima di tutto, ovviamente, hai bisogno di un'idea e un concetto brillante! Per noi questo \u00e8 il punto di partenza del nostro lavoro. Solo allora cerchiamo il partner perfetto. Allora \u00e8 importante lavorare a stretto contatto per sviluppare un prodotto molto speciale e autentico. Pi\u00f9 la creazione della storia e una forte campagna di hype. Si tratta di meccanismi completamente diversi dal marketing tradizionale.\r\n\r\n&nbsp;\r\n\r\n<strong>La maggior parte delle collaborazioni oggi sono nel settore della moda. Vede opportunit\u00e0 anche per altri settori?<\/strong>\r\n\r\nAssolutamente! Realizziamo progetti di collaborazione per una vasta gamma di clienti, anche nel settore del lifestyle, gioielli, home &amp; living o automotive. Fondamentalmente, vedo un grande potenziale in quasi tutti i settori.\r\n\r\n&nbsp;\r\n\r\n<strong>Cosa cercate quando scegliete un partner di collaborazione? Quali sono i \"no-go\"?<\/strong>\r\n\r\nLa cosa pi\u00f9 importante \u00e8 che un partner di collaborazione prenda fuoco, e naturalmente questo di solito ha a che fare con la nostra idea brillante. E spesso con molta persuasione personale.\r\n\r\n&nbsp;\r\n\r\n<strong>Quali condizioni deve creare un produttore di prodotti per essere attraente per i partner?<\/strong>\r\n\r\nRealizzare grandi collaborazioni di successo \u00e8 molto complesso e non va sottovalutato. Il produttore del prodotto deve essere aperto a pensare e lavorare in modo diverso.","protected":false},"excerpt":{"rendered":"<p>Donald Schneider gilt als der Erfinder der Kollaboration im Marketing. 2004 startete er f\u00fcr H&amp;M die vielleicht wichtigste Kampagne in der Unternehmensgeschichte. Er initiierte eine gemeinsame Kollektion von H&amp;M mit Karl Lagerfeld. Damit hat er die Kollaboration als Marketingtool fest etabliert. Heute reihen sich Marken wie Chlo\u00e9, Boss, H&amp;M, H&amp;M Home, Highsnobiety, About You, Pandora [\u2026]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Donald Schneider","_yoast_wpseo_metadesc":"Mit Donald Schneider, Erfinder der \u00abKollaboration\u00bb im Marketing und Branding-Fachmann, steht der \u00abK\u00f6nig der Kampagnen\u00bb auf der B\u00fchne des diesj\u00e4hrigen Schweizer Markenkongresses im Dolder Grand.","articlekey":"","footnotes":""},"categories":[29],"tags":[3198,3197,2817],"class_list":["post-12613","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-donald-schneider","tag-kampagnen","tag-schweizer-markenkongress"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Donald Schneider: Der K\u00f6nig der Kampagnen - 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