MacKay & Co. Public Relations is now John MacKay Writer. Please visit me at
Fashion Magazine MacKay and Co.

A Social Media Campaign for ZARA

ZARA doesn't do very much PR. The great global style retailer with almost 1,800 stores worldwide has built their business without the help of public relations as we know it – without agencies in each country, no product placement, little effort to have media tell the ZARA story.

So when ZARA asked MacKay & Co. to develop a campaign to launch, their online selling site in Canada, we were both flattered and excited. We’d be working with a great company that knows exactly who they are and we’d have the opportunity to use the social media knowledge and experience that have become a huge part of our work.

For this retailer who very much believes in the power of word of mouth, we wanted to do something extremely simple but very, very effective. In keeping with ZARA's communication philosophy, we developed a network of more than 700 "influencers" from coast-to-coast; a list of highly social, fashion-aware, young professionals, some of whom were likely already ZARA retail customers, and many who should be. We sent each of them a $150 gift card inviting them to experience for themselves before the site was officially open for business. 

We included media, offering them the exact gift card opportunity we offered the influencers. But in keeping with the ZARA philosophy, we didn't solicit stories on the launch. We let the press decide for themselves if their experience was worth writing about.

The results surpassed our expectations; more than 1,000 tweets, 110 print and online stories, a total reach of more than 109 million. The results were also very satisfying; proof that the simple communication of an excellent customer opportunity is PR at its very best.

Click here to see some of the remarkable press coverage and social media buzz. 

Top Tweets
29 Secrets
Adventures in Fashion
The Backseat Stylers
Beauty Parler
Beckerman Bite Plate
Debitway Corporate Blog
Field Guided
Blog TO
Calgary Fashion
Canadian Daily Deals
Canadian Living
Champagne Moods
Coco and Cow
Dainty Girl
Demicouture Feb
Demicouture Mar
Ella Pretty Blog
Elle Canada
Faces by Farah
Fashion is My Religion
Fashion Magazine
Filler Magazine
Flare June
Flare March
Flats are for Quitters
Girls of TO
Gracie Carrol
Health and Swellness
Huffington Post
I Bleed Fashion
Im the It Girl
It's All Style to Me
I want I Got
Janice Adore
Jeanine Brito
Jessy Dust
Life Over Easy
Life Over Easy March
Lipstick Powder and Paint
Lou Lou
Marie A La Mode
Marie A La Mode March
Miss Melissa
Modern Mix Vancouver
Now Toronto
O My Heart
Orderly Fashion
Our Toronto Life
Paper Planes
Pink Sugarland
Polkadot Weekend
Post City
Real Life Runway
Stuff by Sarah Marlayne
She Does the City
Shop With Robin
Short Presents
Sidewalk Hustle
Stephanie Sterjovski
Style Bistro
Style Blog
Style Democracy
Style Empire
Style Notes
The Kit
The August Diaries
Fashion Eclectic
The Genteel
The Kit
The Signature Bow
The Souls of My Shoes
The Style Spy
The Vault Files
Toronto Star
Toronto is Fashion
Toronto Life
Toronto Standard
Urban Moms
Van City Pretty
Yeau On Style