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Study - FASHION - ACCESSORIES

PRIMARK – XMAS PARTY

Media and influencer relations

CHALLENGE

Support the launch of Primark’s fashion, beauty and home decoration Christmas collections, during a very competitive and late period (November).

Action plan

A “Friends & Family” event, designed to attract short-lead media and influencers:

  • A unique place was chosen for the event, with a “Cabinet of Curiosities” theme
  • Scenography featuring different kinds of Christmas products, with an “at home” feel
  • Installation of a giant roulette game and an Advent Calendar, to animate the event and offer randomly selected gifts to each guest

RESULTS

  • 110 guests, including around 20 short-lead media outlets, such as Elle, Grazia, Cosmopolitan.fr and Elledeco.fr, as well as 91 influencers
  • Around 30 clippings on Primark’s Christmas collections
  • 146 social media posts during the event (118 stories, 3 posts, 1 YouTube video), with a cumulative reach of over 11,780,000