ZARA's 6 months social media strategy plan for Social Commerce class at Parsons The New School for Design. Project includes SWOT analysis, strategic plan to improve ZARA's social media, guerrilla marketing, and partnership marketing.

1. 6 M o n t h s S o c i a l M e d i a C a m p a i g n

2. H i s t o r y

3. Amancio Ortega Gaona, Chairmaan and Founder
of Inditex (2011)
F O U N D E R

4. • 1975: opens first Zara store in downtown A Coruna, Spain
• 1985-1987: Inditex founded as the holding company of the group of businesses. The
Group’s manufacturers devote their entire output to Zara and lays foundations for a
distribution system that can meet the needs of its expected rapid pace of growth
• 1988-1990: Zara opens first store outside of Spain in Oporto, Portugal, later expanding to
New York (1989) and Paris (1990)
• 2002: Zara breaks ground on its new distribution hub in Zaragoza, Spain
• 2003: First Zara Home outlets open
• 2004: The Group unveils store number 2,000 (in Hong Kong), expanding global footprint to
56 countries
• 2007: Zara Home introduces Inditexs first online store
• 2010: Opened its first stores in Bulgaria, India and Kazakhstan, bringing its presence to 77
countries. The Group reached the 5,000-store mark with the launch of a cutting-edge,
eco-efficient Zara store in the heart of downtown Rome, Italy. Started selling online
• 2011: Passed the 5,500-store mark, with shops in 82 markets. Building on its multichannel
retail strategy, the company launched online stores for all of the Group’s brands and
opened online Zara stores in the USA and Japan. Pablo Isla was appointed Inditex
Chairman and CEO
• 2012: revamped image based on four guiding principles: beauty, clarity, functionality
and sustainability. Simplicity is the byword throughout the store as part of Zara’s mission to
bring customers into direct contact with fashion. Currently reaching 6,000 stores
worldwide

5. H E A D Q U A R T E R S

6. B U S I N E S S M O D E L & P H I L O S O P H Y

7. V E R T I C A L I N T E G R AT I O N D E S I G N

8. C O N S U M E R W A N T S , N E E D S , D E S I R E S

9. Ta r g e t M a r k e t

10. T a r g e t M a r k e t
• Women and men
• 18-40 years old
• US shopper
• Budget conscious young professionals
• Fashion people who can’t afford
luxury goods yet
• Someone who wants to stay on trend

12. S o c i a l M e d i a E v a l u a t i o n

13. • No website comment
• No consistent mood/ theme
• Does not fit with the season
• Simply shows the
• Stops uploading since May

16. O b j e c t i v e s & S t r a t e g i e s

17. OBJECTIVES
1) To increase social media followers on
Facebook, Twitter, Instagram and
Pinterest
2) To engage with followers through
Facebook posts, tweets, Instagram
comments, and Pinterest repins, and likes
to increase sales
3) To build brand personality and voice
on social media
4) To use promotional campaign,
advertising, guerilla marketing, and use
the power of social media to spread
awareness of the ZARA experience

18. STRATEGIES
1) Share your ZARA experience on
social media through Facebook,
Pinterest, and Instagram. Have specific
hashtags.
2) Partner with bloggers to get traffic
onto ZARA’s social media platforms
3) Guerilla Marketing to get exposure
to ZARA
4) Give ZARA a personality through
social media

19. C o n t e n t C a l e n d a r

20. S o c i a l M e d i a S t r a t e g i e s

21. Zara is one of the largest
international fashion
companies.
The customer is at the heart of
our unique business model,
which includes design,
production, distribution and
sales through our extensive
retail network.

22. Z A R A VA L E N T I N E ’ S D AY
C H A L L E N G E

23. Trop Rouge
Julia Engel
FB: 12K
Instagram: 68K
Pinterest: 38K
Julie Sarinana
Instagram: 741K
Pinterest: 23K
Christina Caradona
FB: 13 K
Instagram: 48K
Pinterest: 80K

24. • February, April, and June
• Followers upload their ZARA
style
• Winner will be selected base on
the number of Likes and notified
via email
• $150 gift card – redeemable at
ZARA stores or online
Sweepstakes

25. R e s e a r c h & D a t a

26. R E S E A R C H A N D D A T A

27. M a r k e t i n g P l a n

28. To partner with the new and fresh
citibike program and create a
moveable and mobile ZARA
advertising campaign
To create buzz and awareness of
current and future ZARA
locations in Manhattan
To socially engage with customers
and build strong and loyal
relationships

29. Upper West Side – Columbus Circle West Village – Chelsea / Highline
Downtown - SohoMidtown - Flatiron
LOCATIONS

30. MOBILE MAP APP

31. MICROSITE

32. Location: Time Square
Date: Feb. 15, 2014
Objectives: To engage with potential customers
Expand brand awareness
Personnel: 50 volunteers
Benefits for volunteers: 50% for volunteers’ runway outfit
GUERILLA
MARKETING

33. FLASH SALE
• Promotional Campaign
• One day sale for 40% off on
select merchandise
• Exclusively for Facebook fans
• Promotional codes is private
on FB page

34. B u d g e t

35. Budget Jan Feb March April May June Total
Ad (Citi Bike) $1,075 $1,075 $2,150
Ad Citi Bike Zara
Poster
$550
Guerilla Marketing $1,150 $1,150
Bloggers $250 $250 $250 $750
FB Sweep Stake $150 $150 $150 $450
Instagram $250
Totals $5,000

36. T h a n k Yo u !