Zara aims to increase revenue by selling more products online through Zara.com. The document proposes a digital marketing strategy targeting people aged 18-40 using social media platforms like Facebook, Instagram, Twitter and Pinterest to promote new arrivals, fashion shows and contests. The strategy seeks to increase brand awareness and drive online sales. A $3 million budget is allocated over 12 months for campaigns on social media, including daily Facebook ads and posts, as well as promoted pins on Pinterest and Instagram contests.

1. ZARA
BY: Chang Li

2. Online shopping?
WHY NOT??

3. The Big Idea
Increase revenue
 Sell more product on ZARA.COM
Increase efficiency
 Earn more money

4. The target audiences
PEOPLE BETWEEN 18-40 YEARS OLD
Cheap price
fashion
Beautiful
Colorful

5. Platforms Zara Use
 YouTube, Facebook, Instagram, newsletter, twitter, Pinterest,

6. Social media
 -Facebook: To target young adults and teenagers, Zara will post twice a
day afternoon and 8pm, with a weekly schedule for each post. To create
better brand awareness competitions, photo sharing contests will be held.
By liking the Zara page you will receive a 15% discount on your next
purchase. A budget of $25-50 post increase will be enforced daily.
Facebook’s Ad will also be created to increase sales and awareness.
 -Twitter: To target young adults and teenagers, Zara will tweet up to 7
times a day. Promoting new arrivals, awesome blogs, events going on.
Hoping for a return of retweets and favorites.

7. Social media
-Pinterest: To target young adults and teenagers, Zara will use promoted pins to
show off latest styles and new arrivals. Specifically with boards directed towards
the right audience.
-Instagram: To target young adults and teenagers, Zara will promote new arrivals
and new fashion, also pictures posted on Facebook and on Twitter. Contest of
who wore it best will be held and winners will win $ 100 gift cards.
-Youtube: To target young adults and teenagers, Zara will use the Live Event Page
for fashion shows, new stores and new arrivals.
-Wanelo: To target young adults and teenagers, Zara will promote like they did on
pinterest. Specifying prices

8. SWOT analysis
Strength: popular bran, low price,
high quality.
Weakness: not as well known
as other brand, and the
stores are not enough
Opportunities: online marketing
and e retail is gaining importance.
Threat: there are a lot
consumers switching taking
place.

9. The digital marketing strategy

10. The budget
 Budget for 12 months
 3 million dollars