After successfully running monthly influencer content campaigns for Primark’s UK Collective, BDB was asked to continue our partnership by developing and executing a strategy to build a Collective for the United States. Primark tasked us with increasing brand awareness of the beloved European brand and driving their fashion agenda in the growing US market.
In the UK, our content strategy is built on a three tiered approach across four verticals. We incorporate quarterly themes to introduce new products in-line with seasonal trends and events. Each quarter we host a Briefing Event as an opportunity for the influencers and the brand to meet and discuss the upcoming trends and develop a deeper sense of the brand. We aim to create an authentic community as the foundation of every campaign and build a genuine love for the brand.
In the US, we engage groups of dynamic, diverse and energetic talent to choose styles from each month’s collections. We brief them to incorporate a “Find Your Zing” energy and Primark Rainbow pop of colour across all content to tell the brand story and make the content cohesive. We host quarterly Briefing Events in New York City with the Collective and the brand to further develop the relationships and give them a better sense of the European brand.