This document analyzes Zara's POE media strategy. It discusses Zara's use of brand ambassadors, a 19,000% increase in paid search traffic from sponsorship deals, and collaborations with influencers on Instagram. Zara also pays for advertisements in fashion magazines and has both physical and digital assets like stores, products with logos, an official website, and apps. Zara focuses on owned and earned media like social media sharing and reviews to build relationships with customers rather than traditional paid media like TV commercials.

1. POE Analysis
Zara
Group Member:
Zhao Zian /Xia Congcong /Qiu Taodong
Xin Yuanyuan / Wei Qianhan

2. Paid Media
Brand Ambassador
Zara’s brand ambassadors
In Greater China:
Zhou dongyu & Wu lei

3. Paid Media
Paid search
19,000% increase in
Paid search traffic

4. Paid Media
Sponsorship
Zara created the range of
NBA’s boys t-shirts.

5. Paid Media
Cooperation with Influencers
Several top fashion-forward
Instagrammers share posts
display Zara’s clothing lines.

6. Paid Media
Fashion Magazine
Pay for advertisement on
fashion magazines to
promote new products

7. Physical Assets
Product packaging
Owned Media

8. Physical Assets
Physical Stores
Owned Media

9. Physical Assets
Products with Logo
Owned Media

10. Digital Assets
Official Website
Owned Media

11. Digital Assets
WeChat Official Account
Mini Program
Owned Media

12. Digital Assets
Facebook
Owned Media

13. Digital Assets
Instagram
Owned Media

14. Digital Assets
Twitter
Owned Media

15. Digital Assets
Youtube Official Page
Owned Media

16. Digital Assets
Pinterest Official Page
Owned Media

17. Digital Assets
Zara App (ios&Android)
Owned Media

18. Earned Media
Reviews on E-commerce Platform

19. Earned Media
I n s t a g r a m
Sharing on Social Media Platforms
Y o u t u b e W e i b o R e d

20. Earned Media
Red (KOL in fashion)

21. Earned Media
News pick (website, magazine…)

22. Mainly targeting price-conscious and fashion people,
Zara have tried their best to engage their customers in
a non-traditional and creative way:
▶Mainly focus on owned and earned media which
help Zara to build a good relationship between the
brand and their customers.
▶Not much traditional paid media, for example TV
commercials, but they do spread advertisements on
fashion magazines and website pop-out which reaches
their targeted customers more effectively.
Conslusion

23. THANK YOU!