This is How Zara South Africa’s Approach to Influencer Marketing Broke The Internet



Zara pretty much broke the internet recently with the launch of its online store in South Africa. The store launched on the 18th of September but was trending at no.1 on Twitter since 17 September, the day before. Zara is a prime example of how to do influencer marketing to make an impact, drive talkability, create conversations and influence people to act.

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So, what was their plan?

Instead of the approach we expected, using a few big celebrities whose faces we’ve all seen in hundreds of campaigns before. They launched their online store with 600 nano and micro-influencers from all across the country.

Influencers with different followings, some as small as 1 000 followers, men and women were used, people of different ages, races, and body types, who speak to different niches including fashion, sport, and beauty. This campaign included all nations, we’re talking  Limpopo, Eastern Cape, Mpumalanga, Johannesburg, Cape Town, and Durban. This is what inclusivity looks like in its purest form. Well done Zara for getting this so, so right.

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These micro-influencers were so proud to be a part of the campaign that they went above and beyond and created bomb-ass content. This approach naturally left some of the mega influencers feeling discouraged, not being selected as part of the campaign. There’s enough space for everyone to shine, so these guys and gals got their turn.

The industry is ever-evolving and this is a stark reminder not to get too comfortable. Keep your content consistent and the right brands will follow. Brands are caring more about real followers, authentic engagement and great content more than follower numbers, as some of them, aren’t even their target audience.

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And the result?

Talkability was created as micro-influencers defended themselves and mega influencers plus consumers supported them too (YAY!). While it’s great to use Miss SA in one campaign, Zara chose to use Miss Limpopo. It’s honestly so refreshing to see a brand having a strategy behind what they do and executing it flawlessly.

This launch not only landed Zara’s key messaging – that they’re launching an online store in SA, it also got people talking about the app the brand used to target these influencers. Influencers were able to download an app and bid to be part of the campaign.

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This is the content I signed up for.

Feature image: @zara

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