The Challenge

Primark UK needed to strengthen awareness and usage of Click & Collect, while simultaneously supporting multiple high-profile product launches.

The Solution

Turning creators into Primark’s most consistent Click & Collect advocates: We delivered an always-on organic influencer campaign, prioritising talent from previous collaborations to reinforce credibility and trust. Creators generated 52.4M impressions, maintaining strong cost efficiency with a £0.03 average CPV.

Driving Performance Through Creator Freedom: We gave creators flexibility to produce content aligned with their personal style to maintain authenticity, with the aim of generating stronger sentiment, audience engagement and purchase intent. This successfully drove a 4% average engagement rate and a £0.6 CPE. The campaigns also generated 121K link clicks to the Click & Collect service, contributing to £61,262 in sales and a £6.07 average CPC.

A Dual-Platform Strategy, Engineered for both Reach and Interaction: Creators posted to their primary platform and reposted to their secondary for extended visibility.

• TikTok was used to drive discoverability and impressions at scale.
• Instagram was used to drive engagement (saves, shares) and link clicks.

To extend conversion opportunities, creators saved Stories to their Highlights - keeping links live beyond the post date.

Launch Support Across Primark’s Biggest Fashion & Home Interior Moments: Creators activated monthly across major product drops, going live within a 2 week window to maximise momentum. Talent were matched to collections aligned with their style to ensure authentic content and true audience alignment.