Primark Case Study
The Brief
The Brief
Primark was preparing to launch its new swimwear range and needed a way to cut through a crowded summer market with We Are SNS expertise in influencer marketing. The challenge was to generate widespread awareness and excitement across multiple territories, while ensuring the range felt aspirational, fun and culturally relevant to Primark’s core audience. Traditional PR alone wouldn’t deliver the scale or engagement required.
What We Did
Influencer
The Approach
To solve this, We Are SNS, in partnership with The Blogger Programme, created the #PrimarkSunSavers campaign - a pan-European influencer activation designed to place the new swimwear range directly into the hands of highly engaged creators.
We developed the creative concept and execution end-to-end, curating a bespoke SOS care package that captured the spirit of summer. Each package included Primark swimwear alongside playful summer essentials such as inflatables, encouraging influencers to create authentic, seasonal content.
We led the creative ideation, sourcing and managing 106 carefully selected bloggers across 9 countries through a rigorous vetting process. Influencers were chosen based on audience relevance, content quality, engagement rates and brand alignment, ensuring each creator naturally reflected Primark’s values and appealed to its core customer.
By combining local market insight with centralised campaign direction, we built a diverse influencer mix that delivered authentic, culturally relevant content in each territory, while maintaining a consistent creative narrative across all markets. End-to-end coordination ensured seamless execution at scale, from briefing and logistics through to content delivery and reporting.
The Results
The influencer marketing campaign successfully transformed the swimwear launch into a social-first moment, driving strong engagement, high-impact visibility and organic conversation across Europe. Influencers shared vibrant, on-brand content that resonated with their audiences and positioned Primark as a go-to destination for affordable summer style.
Beyond social, the campaign also delivered earned media value, resulting in positive press coverage from The Metro, The Sun, Cosmopolitan, Look and OK!, extending reach well beyond influencer channels.
For more insight in our experience in the fashion space, check out how we supported Superdry with 125+ pieces of content, 750,000+ engagements and a 4% engagement rate.
