final project - creating a social media campaign strategy pitch for a brand of your choosing

Running head: ZARA COMPANY FINAL PROJECT PROPOSAL LUO 1

ZARA COMPANY FINAL PROJECT PROPOSAL LUO 4

Zara Company Final Project Proposal

Tongxin Luo

Professor McCarthy

Social Media & Brand

11/17/2020

Overview

To create an Instagram campaign for Zara Company

Current Performance

Zara is one of world largest apparel retail that deals in the designing and production of fast fashion and products like clothings, shoes, swimwear, accessories, beauty and perfumes. The Spanish company is based in Arteixo, Galicia. The company thrives in a highly competitive industry with some of the strongest competing brands being H&M, Forever 21 and boohoo. Since the beginning of 2020, the apparel industry business has been affected globally and locally due to COVID-19 pandemic. However, the impact has been felt by all companies as they have recorded a much lower profit margin than ever before.

Despite the challenges, Zara has managed to maintain its operations by ensuring the products are designed and accessed by clients on time. The company also ensures that the consumer needs are known and that the market is supplied with products that meet the consumer need in the market. The company makes use of Just In Time (JIM) manufacturing system to ensure that high quality and unique products are designed and supplied. This is also not ignoring the increasing use of social media and other online platforms to reach out to clients. For instance by end of 2029, Zara had a Facebook following 27.4million and on Twitter 1.3 million together with 7,470 stores across the globe. However, Zara has been reluctant in promoting brand products especially on areas with limited competition and instead of marketing and promoting the products, the company tries to offer the market whatever the need. It is important for the company to work on marketing and promoting the products to attract higher sales and retain the leading position.

Content Strategy

· Marketing and promotion message should be clear, precise, and relevant so that the right brand image can be created and maintained in the minds of the consumer. The content should be comprised of images, visuals, and short messages. For instance in videos where images combined with audios can be used to inform the clients about the different products and services that the company offers.

· It is a good thing that the company makes use of social media platform like Instagram. The company should share specific messages and images in a daily basis to create positive brand image that the social media users can relate with.

· Instagram stories during fashion weeks, or new collections (videos).

· Make videos of influencers for sharing products.

· Promotions for instance discounted offers and free gifts can also be used to attract a high customer base.

These five strategies would work because in the present times especially because clients want to receive a message they can relate with and understand the message captured. Moreover, these are the main marketing and promotion strategies that consumers are familiar with.

Campaign Timeline

· The campaign will take place from January 2021 to April 2021

· Create the new official account in January.

· Before them promotional materials to be designed and prepared that would be posted on Instagram.

· Take part in New York and Canada fashion weeks.

· Find different influencers to make videos about sharing ZARA’s products, and post on Instagram every week.

Analytic Indicators & KPIs

· Increased Followers, Likes, Comments, Views, Tags

· Increase engagement - official website visits from Instagram