Connecting brand, influencers and customers

Primark’s strategy of partnering with local social media influencers with strong social media profiles is central to its aspiration to connect with customers and be seen as a good friend in all markets. This is best summed up by its core brand message, ‘Everyone’s invited’.

By teaming up with well-known people in countries across the international footprint, Primark is able to tap into and focus on what matters to each local community while also creating a global community using some influencers with wider appeal.

Virtual celebrity pyjama party

One of the ways Primark deployed its local influencer strategy during lockdown was via a virtual pyjama party that went global in May.

Stars from Primark’s collective of celebrity and fashion and beauty influencers hosted a pyjama party, using the brand’s Instagram, Facebook and TikTok social media channels. Alice Liveing, fitness guru and a Primark brand ambassador, got the party started with an Instagram tutorial on making ‘really tasty, slightly healthy’ banana and date flapjacks. This was followed by: beauty blogger Sophie Hannah Richardson revealing the secrets for a sparkling party look; Love Island winner – and another Primark brand ambassador – Kem Cetinay (and his mum), opening up the family kitchen for a cocktail class; JLS singer Aston Merrygold taking families through a TikTok dance routine; and reality TV personality Ashley James spinning alive DJ set. Children were included, with early-evening Disney singalongs and stories keeping the little ones entertained.

Millions of people, many sharing pictures of themselves in their favourite Primark nightwear, viewed the videos and images posted by the 33 participating influencers. Almost 600,000 followers viewed contributions from Spanish fashion blogger Dulceida, who partnered with Primark on a stunning clothing range in late 2019.

Primark has around 500 influencers as part of itslocal influencer strategy across all its markets. They have differing profiles: some have tens of thousands of followers, others millions. Each is contracted to post an agreed number of images and videos, to complement Primark marketing themes and product launches.

Many post far more than required due to the mutual goodwill developed through our relationship with them. Themes range from global – ‘wellness’ is a network-wide focus every new year – to local – the US team marks 4th of July and Labor Day public holidays.

Local empathy

Local knowledge and showing empathy was particularly important when different countries were at varying stages in the pandemic. During this time, as illustrated by the Primark pyjama party, the brand changed its influencers’ focus from product lines to staying at home and keeping well and safe. It also showcased a new type of celebrity, shining the spotlight on everyday heroes such as teachers.

When our stores reopened from early May, we continued to encourage our influencers to explore wellness themes relevant to each country. For example, with people finally able to get out of the house, Irish influencers followed a ‘Love Ireland’ theme, posting images of themselves in Primark outfits in their favourite national location.

Primark’s supportive community ethos is underlined by the personalities of its influencers. It does not team up with out-of-reach superstars; the collective is made up of people who are genuine Primark customers, to whom customers can relate.