Primark
PRIMARK
Challenge
Build the world's best fashion retail website without a single click to buy.
Solution
We looked at the digital behaviour of Primark fans mass-sharing #WhatIWoreToday.
Instead of pushing content at them we INVOLVED them to create the most relevant experience:
Primark.com
A real-time, co-created fashion magazine.
Shot, styled, curated by a global community of fashionistas.
Get inspiration from the latest shared looks and outfit boards. 24/7.
BE the inspiration and share what you wore today, everyday.
Get likes. Get followers. Get shared.
Results?
50 million users.
11 countries.
10,000 user generated looks.
Dwell time doubled. OMG.
MullenLowe is a highly creative, integrated communications network committed to always being a challenger. We have talent filled offices in 57 markets around the world.
And this is what we believe... In a rapidly changing world, innovative brands grow at twice the pace of their competitors and brands that continue to innovate grow 7x faster. For brands to stay interesting, conversational, and relevant, they need to embrace change. Our icon offers the perfect metaphor. The octopus has survived over 300 million years precisely because of its fluidity and ability to adapt. It is the only organism that routinely self-edits its own DNA - a model for how brands should behave today.