Social Media Campaign of ZARA

Social Media Campaign of ZARA
1

Fashion
In order to reach new audiences, Zara would like to build relationships with social
influencers. Devise a strategy that places social influencers and brand ambassadors at the
center. Consider consumer behaviour, brand values, content planning, legal and ethical
requirements, and crisis planning.
2

About Zara
Zara as a brand lists as 46th valuable brand which is valued at a whopping 13 billion dollars
(Forbes, 2019). Hailing from the retail industry, it is surprising had its small start, in the year
1974 in Spain (Lopez and Fan, 2009). As of today, the brand is spread out to 96 countries
worldwide. It has about 2200 stores globally, operating from different regions. It is one of the
flagship brands from Inditex Group. The unique ability which acts as strength is the ability to
create a new product and make it available in stores within 2 weeks of short period.
Sometimes, this process takes about 6-8 months to complete successfully, sometimes without
any assuredness that it would be liked by the customers. Biggest markets of Zara is Spain
followed by China, France, Russia and Italy (Ghemawat, Nueno and Dailey, 2003).
Zara’s chief USP, as discussed, is to come up with new products in a record time. Also,
Zara’s success is also because of its ability to expand to different regions with finesse and
create a brand success story with it (Ghemawat, Nueno and Dailey, 2003). Over recent few
decades, all the more, Zara has been successful to also leave a mark on its online stores. The
youth visualize themselves in a Zara and exude elegance, trendy and fashionably sparkling.
Zara can boast of the biggest clothes brand store chains across the world. Zara never fails to
meet the demands of its customers.
It has thus decided to venture into Japan and create another success story. The report
following presents a social media campaign presenting details from perspective of audience
persona, brand, campaign, key messages, content, editorial calendar, use generated content,
social influencers, crisis management and measurements of success. In the end, a rationale
has also been provided for the campaign.
3

1.Audiences personas
Geographic and Demographic Traits
Zara has expanded its business on an international level in many countries. With Japan, it is
very vigilant because the market exhibits high risks owing to cultural differences (Ashley,
Christy, and Tracy, 2015). The geographical traits of the targeted audiences indicate that they
belong to a humid and hot climate. The presence of tropical and subtropical rainforest in
Japan makes the climate quite humid (Boulianne, 2015). Also, there is fluctuation in weather,
it might be hot and humid or just too windy. The demographic traits of the audience of Japan
includes the population density, level of education, economic status, religious affiliations, and
many more aspects. The high population density of Japan has a positive effect on the fashion
industry. People opt for high education in Japan and economically, they are rich and
considered as a prospering economy, which attracts the foreign companies.
Psychological Motivations
In terms of fashion, the most motivating factor in Japanese culture is Expressive fashion
which involves adding twists and making it popular to express the unique personality. The
fashion trends in Japan is “Avantgarde”, the dresses with peppy looks motivates them the
most. They do not prefer dull clothes and accessories, especially the youth (Tuten and
Solomon, 2017). However, there are certain conservations about dressing styles. Showing of
too much cleavage is not appreciated, people prefer more modest styles. However, there is
difference when travelling from urban to rural regions. In urban regions crop tops, short
skirts, hot-pants are casual and regularly seen, however the psychology changes when
shifting towards rural regions, people do not opt for such clothes and stick to conservatory
dressing styles and more traditional in fact, like a kimono.
Social-media Engagement
4

According to a survey, more than 70% of Japanese use the social media platform to research
about the brand before purchasing any item. The most used social media for brand research in
Japan is Twitter, about 53% of the population use this before making any purchase, followed
by Facebook and Instagram with 29% and 43%.
2. Brand
About the Brand
Zara is a Spanish clothing retailer serving the customers globally with its wide range of
apparels along with the accessories and is considered as the largest retailer of apparel
worldwide. The brand stands for the integration of elegance and sophistication in fashion at a
premium price. The brand Zara is positioned in the market as a classy and high quality
fashionable items following the trends of fashion (Lopez and Fan, 2009).
Tone of Voice
Tone of voice is considered as a communication tool which is used by the company to build
relationship with the customers (Kingsnorth, 2019). The brand Zara stands for passion for
fashion and hence, the tone of voice for the campaign should be enthusiastic and heartfelt. It
should not be boring and tiresome. The tone of voice for the campaign should be expressive
and action oriented in order to engage the audiences (González and Wang, 2016).
Fitting the campaign idea with the brand
The brand Zara is eccentric and the campaign idea stands out with funky and remarkable
activities. The campaign will talk about the uniqueness of the brand in a different and
interactive manner (Scott, 2009). The authenticity along with the credibility will be
maintained in the campaign and hence will fit the brand Zara.
Aesthetics of the campaign
5

The aesthetics of this social media campaign by Zara will involve the connectivity with the
audiences, increasing the awareness of the brand, creating the brand loyalty, increasing the
traffic, and increasing the sales volume (Zhu and Chen, 2015) (Kawasaki and Fitzpatrick,
2014).
3. Campaign
Campaigning Idea
The campaign idea for the brand Zara in Japan should be an interactive content which can be
published on the social media platforms like Twitter, Instagram, Facebook and YouTube. The
content would feature a fashion blogger of Japan and two college going students who
approached the fashion blogger for some fashion related tips for an event. The fashion
blogger in that case, would suggest the peppy outfits and accessories of Zara for the
transformation of the looks from simple to sizzling (Parveen, Jaafar and Ainin, 2015).
Reason for this campaign
Zara is a Spanish apparel retailer which expanded its business on an international level and
recently entered the fashion market of Japan which is culturally diversified. The main reason
for this campaign is to introduce the new range of fashionable items which is customized as
per the culture of Japan (Escola Superior de Comunicação Social and Bruno, 2011) . The
fashion blogger in this context, suggested the new range of fashionable outfits by Zara in
order to crate the brand awareness among the people of Japan.
Call to action
The call to action in this campaign will induce the target audience with a piece of content in
which the fashion blogger of Japan suggests the peppy outfits of Zara in order to transform
the looks from simple to sizzling (Waddington and Earl, 2012). The content relevantly
6