After successfully running monthly influencer content campaigns for Primark UK, Billion Dollar Boy was asked to expand its global presence by building a Collective for the United States. The goal is to increase Primark’s brand awareness in the growing and competitive US market and drive the beloved European brand fashion agenda.
Billion Dollar Boy engaged groups of dynamic, diverse and energetic influencers to choose styles from each month’s collections. Billion Dollar Boy briefed them to incorporate a “Find Your Zing” energy across all content to tell the brand story and make the content cohesive. To further develop the relationships, Billion Dollar Boy hosted real-life experiences, in the form of regular briefing events with the Collective and the brand.
BDB hosted 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. Primark repurposed many of the assets on their social channels, and the campaigns have been a key differentiator and competitive advantage for the fast-fashion brand.