Organic content series featuring various influencers to drive top-of-mind awareness.
Channels: TikTok & Instagram
Content Pieces: 16
Stats: TikTok
Total reach generated: 350,000
Average Engagement Rate: 6.17%
Stats: Instagram
Total reach generated: 467,139
Average Engagement Rate: 10.17%
Role
Strategy
Influencer Management
Client
Al-Futtaim
Agency
The Social Arm
Throughout each wave of content we identified key fashion trends on TikTok (eg. A green Zara dress went viral globally so we featured it in some of our KOLs’ hauls) to ensure that our localised and branded content would remain relevant to our audience. For example, Zara on an international level was doing very well on TikTok with many pieces of UGC featuring their Zara hauls and items dubbed as “The Zara Dress” or “TikTok Pants”. Our content took into consideration these trends by having our KOLs feature the same pieces in their hauls to make the styles look more attainable to our audience.
As Zara is a fast fashion brand, our content had to go out within 1-2 weeks of each new shipment so that our content would remain most relevant and on-trend. Our content also dominated the #zarasg hashtag on TikTok despite all of them being organic content as we achieved virality multiple times over the campaign period.