Digital Media Strategy

1. WE’RE TAKING IT TO THE STREETS

2. ABOUT
• International
Retailer
• Over 2,000 stores
in 88 countries
• Top trends at
reasonable prices
• Fast Fashion

3. GOALS
1.) Grow brand awareness
2.) Boost online engagement
3.) Generate more website traffic
4.) Increase online sales by 50%

4. TARGET AUDIENCE
• Women 18-30
• Career
• Urban
• Middle Class
• online presence
• Enjoys fashion
trends

5. #ZARASTREET
1.) Consumers take
pictures of themselves in
Zara clothing.
2.) Post image to social
media platform using
#ZaraStreet.
3.) Zara’s team takes the
images and creates
content highlighting real
women rocking top
trends.

6. THE CAMPAIGN
• Timeline
• 6 Months – January to June
• Spring and Summer Collections
• Daily content posts
• Platforms
• Social Media
• Blog
• Website
• Email
• Collection look-book and weekly showcase

7. SOCIAL MEDIA
& BLOGS

8. ON THE WEBSITE
#ZaraStreet

9. BUDGET
50%
25%
25%
$250,000 Budget
Social
Media
Blog
Digital
Social media
• Facebook – CPM
pricing
• Twitter – CPC pricing
Blog
• Clothing giveaways
Digital
• Website updates
• Email content
creation

10. MEASURING
SUCCESS
• Online Sales
• Monitor sales weekly
• Social Media
• Take weekly updates
• Engagement
• Usage of #ZaraStreet
• Website Traffic
• Weekly updates
• Unique views
• Page views
• How they got to website
• purchases