BIMA Awards

Primania

by MullenLowe Profero for Primark

Project information

The Challenge? Build the world’s best fashion retail website without a single click to buy.

The Solution? Mullenlowe Profero looked at the digital behaviour of Primark fans mass-sharing #WhatIWoreToday. Instead of pushing content at them, they 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.

The Results? 50 million users. 11 countries. 10,000 user generated looks. Dwell time doubled. OMG. 

www.mullenloweprofero.com