Fashion retailer Zara has recently created a buzz with the opening of its South African online store and the dedicated #DearSouthAfrica social media campaign. The use of micro-influencers to promote the move seemed like a brave advertising approach, but proved to be highly successful, media intelligence firm Meltwater said in a report last week.
Zara kicked off its online offering to South African shoppers on September 18. Prior to the launch of the zara.com/za website, the company partnered with around 60 micro-influencers who were given Zara SA vouchers to endorse the brand on their social media channels. Instagram and Twitter were flooded with posts sharing details on how to use the Zara mobile app and what items should the vouchers be used for.
The content drove conversations and created awareness around the news, with #DearSouthAfrica taking the top spot in trending topics across the social media sphere. According to Meltwater, the branded hashtag reached an audience of more than six million people worldwide one day before the online store launch. By the day of the actual opening, this number had grown to eight million.
Meltwater further analyzed the reasons behind the campaign’s success and the pros of the strategy. According to the firm, micro-influencers have smaller but 20 times more engaged following. Offered quality and authentic content, people are more likely to trust the message and react to it. On top of that, using micro-influencers is cost-effective as they charge less for sponsored posts.
“Instead of compensating a celebrity or macro-influencer with R15 000 for a single post, why not get 20 micro-influencers and pay them R750 each for a post?”, Meltwater wrote in its report, published on October 3. The firm added that another viable option involving the collaboration with micro-influencers is the trade exchange, where the brand supplies its partners with products in exchange for social media content.
“Micro-influencers should not be ignored in marketing strategies. If Zara showed us one thing, it is that they have great value and incredible impact. With a highly engaged following, micro-influencers provide brand exposure that audiences will trust more. Your brand will truly benefit from the trusted credibility and personal connections that micro-influencers have,” Meltwater concluded in its analysis.