Zeeman teams up with Flowbox to engage with their customers 

Netherlands-based clothing brand Zeeman has partnered with UGC platform Flowbox. Read on to learn more about the brand and why Zeeman chose Flowbox to help them achieve its content marketing goals. 

Zeeman offers good quality clothing at the lowest price and focuses on producing intelligent designs on a large scale. They select high-quality materials without compromising on ethical forms of clothing production. The brand was looking for a method to enhance its eCommerce shopping experience and User Generated Content was deemed the best way to achieve its goals.

UGC for sustainably made clothing 

When gathering suitable social media content to market children’s clothing, there are extra considerations to be made around consent and media rights, given that children will most likely be featured in the pictures themselves. Brands with a strong code of ethics like Zeeman understand the complexities of running a social media or digital campaign to collect more authentic images of the children’s clothing that they produce. 

“I am very happy that we are using Flowbox. We integrated only three widgets now but we are really planning to expand it. The main reason we are using UGC is that it really achieves our goal of increasing engagement on our platform, not just engagement in the numbers but also the social aspect of it. That’s something that is really important for Zeeman and we can honor that mission via our social media channels.”

Rochelle Wielinga, Social Media & Content Specialist 

Multi-functional UGC platform features 

When choosing the right UGC platform, Zeeman decided to opt for Flowbox, which supplied the most suitable features to market its product in the best way possible. The goal for Zeeman is to use the Categories feature to gather relevant information for all their different product categories. 

The brand is aiming to have different widgets on its website for each category of clothing and to have a widget on the homepage. As they sell household textiles, men’s, women’s, and children’s clothing, it makes sense for them to divide their content marketing strategy into these sectors as well. Different categories of UGC widgets make it easier for consumers to understand a product based on who they are shopping for. 

By dividing its online store in this way, the brand can adapt its content marketing strategy to cater to its online catalog. They can gather authentic User Generated Content in an ethical and efficient manner and then directly link the products worn in the photo so that consumers can quickly click through and buy the product if they wish to do so. 

“Gathering UGC can be a bit complicated because sometimes people don’t think they are real images of our own customers because they make such high-quality photos. So we get questions about the person featured in the image or a particular item like a blanket in the background that isn’t a Zeeman product for example. But most of the time people are interacting with, supporting, and complementing each other and it’s just really adding to our mission and to our account, I see UGC as a big plus for us!” 

Rochelle Wielinga, Social Media & Content Specialist

Because Zeeman releases new products every week, sometimes the products in the photos that are shared via social media are already out of stock. Zeeman gathers UGC featuring its own products which were made by them at any point in time regardless of whether or not they are featured in the current Zeeman catalog. 

Zeeman recognizes that parents need to update a child’s wardrobe frequently for example. And the brand wants to give those parents inspiration on how to dress them. As a result, the categories of clothing that cater to children need to be updated regularly to subsequently reflect how quickly children grow. 

The brand, therefore, made the executive decision to collect user content regardless of whether it could profit from a certain purchasing decision made by a potential customer or not. Zeeman’s customer-driven content spreads a kinder message about sustainability, retail, and eCommerce and Zeeman plans to expand its use of the platform and its capabilities in the near future.