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Celebrity partnerships are delivering stellar returns for Primark
Primark has a strong track record of teaming up with stars to develop and publicise co branded ranges. In line with our strategy, we focus on high-profile influencers linked to a wide range of consumer passions – notably, health and beauty, video gaming, TV and music. This means we not only launch great products that appeal to all sections of society but we also connect with our partners’ huge fan bases. This has a significant impact on Primark media coverage and sales.
Love Island winner Kem Cetinay, for example, launched his inaugural Primark range – a 16-piece holiday collection – in May. The Primark Man x Kem photo shoot in Ibiza made media headlines, with the combined Instagram reach of Kem and his two celebrity travelling companions topping 10 million. And when one of our influencers, Ninja – a US video game player with 22 million followers – posted an image of himself wearing a Primark Fortnite gaming t-shirt he earned an extraordinary 498,000 likes.
We carefully select the influencers with whom we collaborate. They need to be genuine Primark advocates that consumers can relate to easily, and whose lives complement our brand and reputation. They must also have strong credibility with an existing base of engaged followers.
Stacey Solomon is widely admired and respected for her talent and down-to-earth approach. The singer and TV personality’s first Primark range was a sell-out with wide media coverage, including 650 social media posts that reached 50 million people. Her second range reached stores in October 2019.
We are now expanding Primark’s network of influencers to ensure we cover all our target audiences and markets. Our choice of Kem as Primark’s first male brand ambassador supports our strategy of expanding our base among young men. And we are building on our strong body of UK influencers through further range collaborations with popular bloggers in Spain, Germany and Austria.