Insight Out: Bold Social Media Strategy at Deichmann
Deichmann, one of Europe’s leading shoe retailers, is reorienting its brand communication strategy. Former company CMO Sabine Zantis discusses her focus on social media, the success of creative formats and the cultural transformation behind the campaign.
Marketing’s boldest voices: TikTok and brand transformation at Deichmann
In our series, “Insight Out: Marketing’s Boldest Voices,” the brightest minds in the industry talk about bold decisions, transformative strategies and how brands can remain visible, relevant and successful in a fragmented media landscape. Deichmann’s former CMO Sabine Zantis explains how a consistent approach to social media marketing is both extending the brand’s reach and repositioning it on a cultural level.
About Sabine Zantis
Sabine Zantis is an experienced marketing expert who has held positions at Henkel, Aldi and Deichmann. Particularly instrumental in shaping her career were the two years she spent at Henkel in Shanghai, where she was responsible for the Asia region. Zantis places a strong focus on using brand management in social media to target specific audiences, delivering measurable business impact and running efficient campaigns. Teamwork is always her top priority. Sabine Zantis was CMO at Deichmann and has been on the Board of Directors at Bahlsen since 2024.
What’s been your boldest marketing move so far?
We took a particularly bold step in rethinking our social media strategy at Deichmann and shifting our focus to TikTok. Our decision was based on a deep understanding of our target group – combined with our desire to develop content that would be entertaining while also clearly reinforcing our brand positioning. By taking this approach, we’ve successfully achieved our goal to build real relevance. Thanks to formats like “Beat the Brand” and “Paw Patrol shoes for adults,” we’ve both attracted attention and raised the bar in terms of bold brand communication that’s in tune with contemporary culture.
How can you tell whether marketing transformation is really making a difference?
I believe it’s vital to set clear, measurable goals right from the start, track them consistently and make them transparent and accessible to relevant stakeholders. As well as driving brand appeal and sales growth in the relevant target groups, marketing transformation must also make a tangible difference internally – in processes, mindsets and corporate culture. At the same time, it’s essential that this transformation delivers measurable benefits for the employer brand.
When you think about what the coming months might have in store, what strategic challenge keeps you awake at night?
When I wonder how this year might unfold, I’m extremely excited to see how AI concepts will be embedded in the organization. AI is much more than just a marketing issue – it needs to be looked at comprehensively across all business functions and at every level. Brand management is particularly relevant to me in an environment where employees are empowered to create content themselves, within a clear leadership and governance framework. At the same time, I see great potential in making targeted use of AI tools to achieve measurable increases in efficiency and impact.
Where do your best ideas come from?
In my opinion, the best ideas develop when there is an open dialogue – both within a team and in an inspiring environment with people who have the courage to break new ground, question the status quo and contribute experience gained in different industries and countries. I welcome honest, even challenging discussions because they ultimately lead to the strongest and most relevant ideas.
Takeaway: Deichmann uses social media as a catalyst for cultural transformation
The social media strategy at Deichmann illustrates how brands can build real relevance in today’s digital world. It’s focused on specific target groups, developed collaboratively and optimized for platforms like TikTok. Sabine Zantis reminds us that change starts with mindset. Openness, collective responsibility and a shared understanding of the brand’s goals shape its culture.
Deichmann’s example proves that social media can be more than just a channel for reaching a large audience. Successful formats are created when a commitment to cultural relevance meets creative teamwork. However, these results can only be achieved if brand management is understood not as an individual discipline, but as a collective task.
As we progress through 2026, we can anticipate that the targeted use of AI will continue to play an increasingly significant role. Alongside efficiency, the ability to add value to long-term brand development will be paramount. When a brand translates it principles and mindset into concrete action, social media becomes a driver of genuine transformation. Deichmann stands as a powerful example of precisely this approach.
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