Berkay Ertap · 02Digital marketing · Paid media · Creative strategy

Zhyro Affairs

For Zhyro Affairs, I worked across brand identity, content, influencer marketing, paid media, email marketing and physical activations. I helped develop ZHYRO PAPER and the wider campaign world, coordinated content and collaborations, and managed campaigns across Meta Ads, Google Ads and TikTok Ads alongside email campaigns and automated flows.

Sector

Streetwear & skate culture

Role

Lead Marketer — Brand, Paid Media, CRM, Influencer Marketing & Activations

Year

2025–present

Scope: Brand identityCreative directionZHYRO PAPERContent & filmInfluencer collaborationsPop-ups
Paid & CRM: Meta AdsGoogle AdsTikTok AdsEmail marketing

Results

ROAS 6–7on paid media
€30K+monthly revenue
Sold-outpop-ups in Amsterdam and Paris

Final pull, all four plates

02.1

The four plates

The plates below present the main areas of my contribution, including responsibilities, channels, tools and outcomes.

Plate 01 · K

Brand & creative

I worked on the identity: the ZHYRO wordmark and its oval lockup, a spiked mascot drawn out into a whole cast of poses, and ZHYRO PAPER, a printed magazine with its own covers, spreads and activity pages. I contributed to the design direction and coordinated the work with the designers who produced it. The brand book keeps the system consistent once other hands touch it.

Identity6 items

Mascot reel cut for the feed

Mascot animation test

Mascot9 items

Mascot design: the spiked character, standing

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ZHYRO PAPER5 items

ZHYRO PAPER, activity pages with maze and mascot

Art-direction reference11 items

Art direction reference material, not original work

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Art direction reference, gathered for the magazine. Not work from this project.

Brand book1 item

ZHYRO brand bookPDF11 pagesOpen PDF

Plate 02 · C

Content & influencer

I helped plan the campaign shoot and coordinated the content that came out of it. Night exteriors and lit setups produced the hero frames. I then had the same wardrobe cut into organic posts, briefed it to creators, and arranged collaborations with influencers and Dutch public figures.

Campaign shoot4 items

Campaign shoot: skater lit against black

Campaign shoot: bench and street light at night

Campaign shoot: figure against a lit fence

Campaign shoot: group outside a storefront

Organic content4 items

Organic post: full look at a garage door

Organic post: board carried on the beach

Film3 items

Organic cut, one

Organic cut, two

Organic cut, three

Creator posts7 items

Creator post: pair against a yellow wall

Collaborations with well-known Dutch personalities9 items

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Moodboard1 item

Content moodboardPDF8 pagesOpen PDF

Plate 03 · M

Paid advertising & growth

I briefed feed creative built specifically for paid rather than lifted from the campaign: product flatlays, creator-led cuts and outfit collages, produced as one set so a single campaign could run across formats without a second shoot. I planned, built and managed the campaigns across Google Ads, Meta Ads for Facebook and Instagram, and TikTok Ads, and I set up and managed the email campaigns and automated flows on the same calendar. Figures and account detail in the platform screens are permanently obscured.

Advertising content12 items

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Paid creative: creator-led feed ad, three

Paid creative: creator-led feed ad, four

Paid creative: creator-led feed ad, five

Campaigns on Google Ads, Meta Ads (Facebook & Instagram) and TikTok Ads2 items

Plate 04 · Y

Pop-ups & activations

I worked on the physical activations: the ZHYRO Playroom pop-ups in Amsterdam and on rue Saint-Martin in Paris, and a World Cup watch party. I helped organise the events and coordinated the promotion around them, including the posters and the announcement campaigns. Both pop-ups sold out.