Success stories
Zara
The brief
Our groundbreaking campaign with Zara revolutionized the traditional creator marketing approach for their e-commerce platform launch in South Africa.
By identifying and engaging previously untapped creator talent, we delivered a campaign that made global headlines and set new benchmarks for authentic engagement.
No of influencers used
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Pieces of content created:
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Channels used:
Target audience:
The campaign spoke to South Africans from all walks of life who all shared the unique brand traits of a Zara shopper.
No of influencers used
0
Pieces of content created:
0
+
Channels used:
Target audience:
The campaign spoke to South Africans from all walks of life who all shared the unique brand traits of a Zara shopper.
The role of influencers
Our creators participated in end-to-end documentation of the Zara online shopping experience through:
- Unboxing of exclusive gift vouchers
- Early access to Zara’s e-commerce platform
- Documentation of the entire shopping journey
- Authentic sharing of the delivery and unboxing experience
- Creating engaging content around their purchases
The selection criteria
Our innovative approach to creator selection redefined industry standards. Using Humanz technology, we identified creators who:
- Were first-time participants in creator campaigns
- Aligned with Zara’s brand aesthetics
- Demonstrated authentic influence and engagement
- Connected with specific demographic segments
- Matched stringent personality trait requirements
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Impressions
Impressions Goal
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Impressions Achieved
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Engagements
Engagements Goal
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Engagements Achieved
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Wrap-up
The campaign’s success lay in its refreshing and unique approach for the Zara brand, involving micro-influencers who had never participated in creator marketing before. This authenticity resonated deeply with South African audiences, as real shoppers shared genuine, first-hand experiences with Zara’s e-commerce platform. The strategy of choosing everyday fashion enthusiasts over traditional influencers not only delivered exceptional engagement metrics but also built consumer trust in the new platform. It achieved a historic milestone as it became the first African campaign to trend #1 globally on Twitter, driving significant traffic and credibility to Zara’s e-commerce platform.
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