Insight Out: Deichmann’s bold social media strategy
Deichmann is one of Europe's leading shoe retailers and is strategically realigning its brand communication. Sabine Zantis, CMO of Deichmann, talks about the focus on social media, the success of creative formats, and the cultural change behind the campaign.
Marketing’s Boldest Voices: TikTok and brand transformation at Deichmann
In our series “Insight Out: Marketing’s Boldest Voices,” industry thought leaders talk about bold decisions, transformative strategies, and how brands can remain visible, relevant, and successful in a fragmented media landscape. Sabine Zantis demonstrates with Deichmann how consistent social media marketing not only creates reach, but also culturally repositions the brand.
About Sabine Zantis
Sabine Zantis is an experienced marketing expert who has worked for Henkel, Aldi, and Deichmann. Two years at Henkel in Shanghai, where she was responsible for the Asia region, were particularly formative. Her focus is on target group-oriented brand management in social media, measurable business impact, and efficient campaigns. Teamwork is always her top priority. She is CMO at Deichmann and has been a member of the Bahlsen Board of Directors since 2024.
What has been your boldest marketing move so far?
At Deichmann, we took a particularly bold step in rethinking our social media strategy and consistently focusing on TikTok. The key to this was a deep understanding of the target group – with the aim of developing content that is entertaining and at the same time clearly contributes to the brand orientation. This enabled us to create genuine relevance and, with formats such as “Beat the Brand” and a “Paw Patrol shoe for adults,” not only generate attention but also set new standards for bold, culturally relevant brand communication.
How do you know when marketing transformation is actually working?
For me, it is crucial to define clear, measurable goals from the outset, track them consistently, and make them transparently accessible to relevant stakeholders. In addition to brand appeal and sales development in the relevant target groups, marketing transformation must also be noticeable internally – in processes, attitudes, and corporate culture. At the same time, it is essential that the employer brand benefits measurably from this transformation.
Which strategic question will stay with you going into 2026?
I find the integration of AI topics into the organization extremely exciting with a view to 2026. AI is much more than a marketing topic and must be considered holistically across functions and levels. Brand management is particularly relevant to me in an environment where employees are empowered to create content themselves – within a clear framework of leadership and governance. At the same time, I see great potential in the measurable increase in efficiency and impact through the targeted use of AI tools.
Where do your best ideas come from?
For me, the best ideas come from open exchange – 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 experiences from different industries and countries. I value open, even controversial discussions, because that is precisely where the strongest and most relevant ideas ultimately emerge.
Conclusion: Deichmann uses social media as a catalyst for cultural change
Deichmann’s social media strategy shows how brands can gain real relevance today. It is target group-oriented, developed collaboratively, and strategically aligned with platforms such as TikTok. Sabine Zantis emphasizes that change begins with attitude. Openness, shared responsibility, and a common understanding of goals shape the culture behind the brand.
Deichmann proves that social media can be more than just a channel for reaching a wide audience. Successful formats emerge where cultural compatibility meets creative teamwork. This can only succeed if brand management is not seen as an individual discipline, but as a collective task.
In 2026, the targeted use of artificial intelligence will continue to gain in importance. In addition to efficiency, the value-adding contribution to long-term brand development will be crucial. When attitude is translated into concrete action, social media becomes a driver of genuine transformation. Deichmann provides a powerful example of this.
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