Observed Signal · Apr 3, 2025 · Partnership · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Positive
KoRo: Influencer Marketing Strategy for 2025
KoRo details its influencer marketing journey, beginning in 2016 when it shipped packages to fitness influencers on YouTube without contracts, and evolving into a Creator-First approach that also includes podcasts and a strong Instagram presence. The strategy has helped KoRo become one of the top food brands in social media, with over 25,000 mentions across Instagram, TikTok, and YouTube in the past year (per Storyclash), ranking behind ESN, More Nutrition, and Prozis. KoRo prioritizes target-audience fit and authentic enthusiasm over sheer reach, working with creators from 10k to 1M followers. Notable collaborations include Maya from fitgreenmind for Veganuary and Carlotta Perego (Cucina Botanica) launching a co-branded product in Italy. Partnerships typically start with a 1–4 month test period before expanding into long-term relationships, guided by flexible briefs. The company also experiments with Twitch, TikTok Shop, and podcasts while emphasizing authenticity and EU compliance.
Showcases a successful Creator-first influencer marketing blueprint and long-term partnerships; highly relevant to AdTech/MarTech strategies.
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Key Takeaways & Evidence Grounding
- KoRo began influencer marketing in 2016 by sending packages to fitness influencers on YouTube without contracts.
- In the last year KoRo was among the most successful food brands on social media with over 25,000 mentions on Instagram, TikTok, and YouTube per Storyclash.
- KoRo collaborates with creators ranging from 10,000 to 1,000,000 followers, prioritizing audience fit and product enthusiasm.
- Notable campaigns include Maya from fitgreenmind for Veganuary and Carlotta Perego aka Cucina Botanica launching a co-branded product in Italy.
- Collaborations typically start with a 1–4 month test period and may become long-term partnerships with monthly focus briefs.
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Related Market Signals & Shifts
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Coop Extends Influencer Mandate with Kingfluencers
Swiss retailer Coop has extended its influencer mandate with Zurich-based agency Kingfluencers, which has promoted Coop’s private-label brands year-round on social media since 2017. The agency combines seasonal activations (e.g., Veganuary, grilling season, raclette) with a continuous creator presence to embed Coop’s own brands into consumers’ daily lives. Kingfluencers says the 2026 annual campaign builds on previous successes and strengthens Coop’s position in the Swiss retail market; no concrete KPIs for the 2025 campaign were disclosed. Kingfluencers is a subsidiary of listed company Naoo (Börse Düsseldorf: NAO) and reports operating a network of over 3,800 influencers across the DACH region, having run more than 3,500 campaigns since its 2016 founding.
Amazon Dominates German E-Commerce with 63% Market Share
A study by IFH Köln and General Evidence reveals Amazon's continued dominance in German e-commerce, with €69.1 billion in sales in 2025, representing 63% of the total €110 billion market. 97% of German online shoppers use Amazon, and 59% hold Prime memberships. Amazon's own sales account for 17.2% of the market, while third-party marketplace sellers contribute 46.1%. Beyond its own sales, Amazon influences 41% of examined turnover through its platform and services. Competition is rising from Asian platforms like Temu and Shein, and domestic players Otto and Zalando, but Amazon remains dominant due to product selection, convenience, and delivery speed. The study highlights growth potential in the FMCG sector, where online penetration is only 4.9% but Amazon already holds a 46.1% share of online FMCG sales. The Bundeskartellamt fined Amazon €59 million for anti-competitive practices, which it is appealing.
Zalando Announces New Festival for Fashion, Music, Culture
Zalando is expanding its brand and entertainment business with its own festival called "Access All Areas" (AAA), scheduled for April 24-25, 2027, at Station Berlin and Tempodrom. The company expects up to 40,000 visitors and will combine live music, fashion, beauty, sport, and brand activations. British singer-songwriter RAYE is announced as the first headliner. Initially, 14 brands are participating, including adidas, Calvin Klein, Nike, Asics, Dr. Martens, lululemon, New Balance, On, Puma, Tommy Hilfiger, and Vans, as well as beauty brands Beauty of Joseon, Kérastase, and MAC. The festival will be closely tied to Zalando Plus, with members in participating markets able to receive free tickets. The exclusive presale is planned for January 2027. Zalando Plus has over 20 million members across 17 European markets. The festival is part of Zalando's strategy to position itself as an inspiration and entertainment platform, strengthening customer loyalty and offering brand partners new physical and digital touchpoints.
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