Submitted by YKONEAgency IPI Score 84/100

Sloggi x YKONE: Zero Feel Bliss Launch

Influencer Marketing

YKONE launched Sloggi's Zero Feel Bliss collection in Germany with a Berlin dance-battle event, a movement-responsive AR filter, and a roster of creators on Instagram and TikTok.

639Kreach
717Kimpressions
29Kinteractions
2.9%engagement rate

About the campaign

Sloggi's Zero Feel Bliss collection was built on a comfort and freedom-of-movement proposition, a tactile claim that is hard to translate into the entertainment-first feeds where German Gen Z consumers actually spend their time. YKONE resolved that by anchoring the launch in a creative theme that physically embodies the product promise: dance.

The "sloggiTV - Dance Battle" activation paired a live Berlin event in September 2024, anchored by brand ambassador and singer Leony and featuring live DJ sets, a cotton candy station, DIY fan customisation, and a dance battle, with a movement-responsive AR filter developed with artist Amelie Runkel that gave the idea a shareable digital life. YKONE led artistic direction, creative guidelines, casting, event production, and campaign management, working with COVER Communications on local German execution. More than 15 influencers, including Chiara Tews, Lara Spengler, and Noella Mbunga, produced Reels and TikToks using the filter, with the dance-battle theme giving each creator a brief that was open in expression but closed in theme.

YKONE reports 15 posts delivering 717,000 impressions, a reach of 639,000, and 29,000 interactions at a 4 percent engagement rate, which the agency describes as above typical benchmarks for fashion influencer content at this scale.

Case in 60 seconds

Sloggi needed to connect its new Zero Feel Bliss lingerie collection — built on a comfort and freedom-of-movement proposition — with a Gen Z audience in Germany in a way that felt participatory rather than purely promotional.

A product sold on freedom of movement could be made credible and shareable by embedding it in a creative theme — dance — that physically embodies that idea and gives influencers a natural hook for short-form video.

"sloggiTV - Dance Battle": a live Berlin event and digital influencer campaign framed around movement and self-expression, anchored by brand ambassador and singer Leony and extended online through a movement-responsive AR filter developed with artist Amelie Runkel.

YKONE handled artistic direction, creative guidelines, influencer casting, event production, and campaign management. The Berlin launch event featured a cotton candy station, live DJ sets, DIY fan customisation, and a dance battle. More than 15 influencers — including Chiara Tews, Lara Spengler, and Noella Mbunga — produced Reels and TikToks using the AR filter, running across Instagram and TikTok in September 2024.

YKONE reports 15 posts delivered 717K impressions, a reach of 639K, and 29K interactions at a 2.9% engagement rate. All figures are agency self-reported and not independently verified.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Gen Z consumers in Germany, reached through the influencer feeds most native to that cohort, Instagram Reels and TikTok. A roster of local creators, including Chiara Tews, Lara Spengler, and Noella Mbunga, was cast to map onto this audience.
Comfort lingerie is a functional category that can feel dull in digital channels where entertainment value drives engagement. Gen Z expects content that invites participation, not passive observation of product features.
Lingerie brands typically rely on aspirational imagery. Translating a tactile comfort claim, a no-seam, second-skin fit using 360 stretch lace and free-cut wave edges, into shareable short-form video required a creative device beyond product display.
Sloggi positioned itself as an enabler of unrestricted movement, using the Zero Feel Bliss collection's physical properties as the basis for a participatory creative idea rather than a features-led message.
Short-form video built around a defined challenge or theme gives creators a brief they can interpret individually, increasing output consistency across a large roster while maintaining authentic voice. A dance-battle format achieves this by being open-ended in expression but closed in theme.

Creative & Execution System

Assets & channels

  • Live launch event, Berlin — cotton candy station, DJ sets, DIY fan customisation, dance battle
  • Movement-responsive AR filter (developed with artist Amelie Runkel)
  • Instagram Reels — 15+ influencer posts
  • TikTok — 15+ influencer posts
  • YouTube — event and AR filter documentation videos (YKONE channel)

Partners

  • YKONE (lead agency — artistic direction, creative guidelines, influencer casting and booking, event production, campaign management and reporting)
  • COVER Communications (local German execution — YKONE majority-owned since 2022)
  • Leony (brand ambassador and event anchor)
  • Amelie Runkel (AR filter artist collaborator)

Participation mechanic

  • Live dance battle at Berlin event
  • Movement-responsive AR filter for influencer and user content
  • Influencer-produced Reels and TikToks using the dance-battle theme

Creator role

  • Brand ambassador (Leony) — event anchor and focal point
  • Micro/mid influencers (Chiara Tews, Lara Spengler, Noella Mbunga, Greta Charlotte, Angie Kira, Pauline, Maria van der Linden, Maximiliane Hansen, Sara Birgani, and others) — organic Reels and TikTok content
  • Artist collaborator (Amelie Runkel) — AR filter creation

Results & Evidence

MetricValueResult typeConfidence
Total impressions717KReach / awarenessAgency reported
Total reach639KReach / awarenessAgency reported
Total interactions29KEngagementAgency reported
Engagement rate2.9%EngagementAgency reported

Why YKONE's strategy worked

  1. 1

    Aligning the creative mechanic with the product claim — a freedom-of-movement collection launched through a dance battle — gave the campaign internal coherence and made the product proposition tangible rather than abstract, as described in the YKONE portfolio.

  2. 2

    A defined creative theme ('sloggiTV - Dance Battle') gave a roster of more than 15 influencers a consistent brief to produce against, which helps maintain content cohesion across a large number of independent creators without suppressing individual voice.

  3. 3

    The movement-responsive AR filter, developed with artist Amelie Runkel, extended the event's dance-battle mechanic into the digital channel, giving influencers and users a shareable tool that kept the theme alive beyond the live moment.

  4. 4

    Anchoring the event on a known brand ambassador (Leony) provided a focal point for press and attendee attention, while the broader influencer roster distributed reach across multiple audiences and feeds.

  5. 5

    Delivering in Germany through COVER Communications — a local influencer agency already servicing Sloggi — suggests that local market knowledge and existing client relationships can reduce friction in influencer casting and event logistics.

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