BIMA Awards


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: 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.