Almost everyone shops at Primark, however not many would consider it a one stop shop for all of their fashion needs. We needed to reach a larger audience to promote Primark’s affordable, yet fashionable ranges, showcasing Primark as a trendy solution for everyone – not just those on a budget.
Our content strategy was built on a three tiered approach across four verticals. We would incorporate quarterly themes to introduce new products in-line with seasonal trends and events.
Before any posting and launch of a new collective, we hosted quarterly briefing luncheons hosted at venues that represented Primark’s upcoming collections . The sessions not only exhibited the new ranges but also encouraged our influencers to ask questions and find out more about the company they were representing. We wanted to create an authentic community as the foundation of the campaign before any launch of content.