Diana to the lion

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Diana zur Löwen (born 1995 in Gießen ) is a German entrepreneur, web video producer and influencer on social media channels. She has 884,000 subscribers on Instagram and 640,000 on YouTube (as of July 2020). She became known for her content in the field of fashion and cosmetics and has also dealt with political topics since 2019.

Live and act

Diana zur Löwen grew up in Butzbach , a small town in Hesse . She studied business administration at the University of Cologne and completed her studies in 2019 with a bachelor thesis on the topic of "Success criteria for product placement on YouTube". In addition, she completed an IHK- certified training as a project manager and a project study in Cambridge in Sustainability Management. In 2018, together with a programmer of the same age and an event manager, she founded a consulting startup on social media topics for medium-sized companies, where she acts as managing director.

She started blogging when she was 14 and making internet videos when she was 16. Zur Löwen first became known for her articles on fashion by showing finds from second-hand shops on her YouTube channel . She also often reported on cosmetic products. Since around 2019, the profile of the channels to the Löwens has changed. She often explains political issues and conducts interviews with well-known politicians such as Jean-Claude Juncker and Philipp Amthor . Together with the Bavarian Minister of Social Affairs Kerstin Schreyer, she campaigned for young people to train to become educators. According to their own statements, the change in their channels was influenced by the Fridays for Future movement. Your contributions also deal with the climate crisis . She also speaks about financial topics, European politics and sexual violence. She sees herself as an “Internet explainer” for managers from older generations and as a mediator of complex topics for younger people. Her goal is to get young people “out of this beauty bubble”. She lives in Berlin , operates her channels full-time and employs one employee for this.

Volunteering

In 2017 she produced a campaign video for the German Foundation for World Population about the everyday life of young women in Nairobi . In 2019 she took part in the non-partisan # this time equal campaign for the European elections .

reception

Diana zur Löwen is described in the media as "one of the most influential" or "the most successful influencers in Germany". She is a "star on Instagram with sex, flirt and party tips". This is usually justified by the fact that it has more than half a million subscribers. She has been interviewed regularly since 2018 and also asked about her politicization process.

A well-known company in the cosmetics industry included them on its corporate channel from the end of 2015. In a weekly video series under the motto #unschminkt - Real Girls Talk , Zur Löwen chatted with two other “beauty influencers” and changing guests, promoting the brand's products. The target group were girls and young women under 30 years of age. The channel had 32 million views and 123,000 subscribers in January 2018. Individual videos received 400,000 views. According to a media science study, this was more than any other corporate channel in the field of cosmetic products and was an example of how influencers can be used successfully for corporate marketing.

In March 2020, zur Löwen caused outrage on Twitter after she had posted a video interview with Wolfgang Drechsler, Africa correspondent for the Handelsblatt , in which he made uncontested derogatory comments about "the African". After the protest on Twitter, which also accused her of racism, she deleted the video.

Publications

Web links

Individual evidence

  1. ↑ a b Diana zur Löwen in an interview: “Wake up the cheerleader in you!” In: Handelsblatt orange. Retrieved July 25, 2020 .
  2. ↑ "I am not just a range, but a person". In: Gründerszene.de. Retrieved July 25, 2020 .
  3. ↑ Milena Merten: CoDesign Factory: Image tutoring for companies . In: Wirtschaftswoche founder , January 19, 2018
  4. ↑ Pia Schulte: "I love that": Cologne's top influencer: My taboos - and what I do too rarely. In: Kölner Express. August 24, 2019, accessed on July 25, 2020 (German).
  5. ↑ a b Influencer Diana zur Löwen: "From fashion vlogger to politics explainer". In: zdf.de. Retrieved July 25, 2020 .
  6. ↑ Harald Welzer: The political influencer , taz FUTURZWEI, June 9, 2020
  7. ↑ That's why influencers Diana zur Löwen and Ana Johnson go to daycare for a day. In: Tag24.de. Retrieved July 25, 2020 .
  8. ↑ "I would always speak to my parents first". In: rbb24.de. Retrieved July 25, 2020 .
  9. ↑ Diana zur Löwen in the RTL.de interview: "Parties must learn to take up our issues". In: RTL.de. Retrieved July 25, 2020 .
  10. ↑ Mobile First: Influencer Diana zur Löwen explains how it's done. In: Mobilbranche.de. Retrieved July 25, 2020 .
  11. ↑ Diana zur Löwen wants to develop followers politically. In: Hürryet.de. Retrieved July 25, 2020 .
  12. ↑ a b c Interview with Diana zur Löwen: The political influencer . In: taz.de. Retrieved July 25, 2020 .
  13. ↑ #PussyisPower: German Foundation for World Population and Endemol Shine Beyond start social media campaign for strong women , press release of the German Foundation for World Population, September 25, 2017
  14. ↑ The European elections simply packaged - is that possible? Re: publica 2019
  15. ↑ Curd Wunderlich: Influencer Diana zur Löwen. "If I accompany Philipp Amthor for a day, nobody will give me any money for it" , Welt Panorama, January 28, 2020 (accessed on July 25, 2020)
  16. ↑ Bianca Lohbauer: Success factors of influencer marketing for companies in the cosmetics industry using the example of the marketing campaign "#uneschminkt" by the bebe brand , Bachelor thesis (2017) in the Business Management course at Mittweida University ( pdf )
  17. ↑ Lisa Krömer u. a .: Own the Follower: How can influencers be successfully integrated into your own corporate channel? A study based on the YouTube channels of German beauty companies. In: Annika Schach, Timo Lommatzsch (Ed.): Influencer Relations. Marketing and PR with digital opinion leaders , Springer Gabler, Wiesbaden 2018, ISBN 978-3-658-21187-5 , p. 108.
  18. ^ Racism among media workers. In: taz. Retrieved July 25, 2020 .
  19. ↑ Silvia Silko: Diana zur Löwen: What else we wanted to tell you about your racist Africa post. In: Noizz.de , March 6, 2020
personal data
SURNAME Lion, Diana zur
BRIEF DESCRIPTION German influencer
DATE OF BIRTH 1995
PLACE OF BIRTH to water