Hyping a store opening
The global fast-fashion retailer Primark teamed up with Brandheroes to create awareness around a new store opening in Boston, US. They wanted to engage their target group, add a little extra cool and create social content as well as take ownership of the hashtag #PrimarkUSA
27 influencers from Boston were carefully selected and casted. First, by using audience reports to ensure they had a good following from the Boston area and that the followers had an interest in fashion. Secondly, by a trained brandhero eye to ensure the influencers had a brand-fit with the Primark brand – and could add that extra cool to the brand via their interpretation and styling of the products.
The brandheroes were invited into the store to shop for 150 USD. This way they could select and curate their own outfits – as the 27 profiles had wonderfully different approaches to the Primark styling. They shared these creative and personal interpretations through two and three posts during the campaign.
The 27 brandheroes were true micro-influencers with between 1.200 and 32.800 followers, and a combined following of 232.250 people. They posted in total 60 beautiful and creative images, which amounted to an astonishing average engagement rate of 12,2%, where the best engagement rate for one post were 32,7%.
Primark, the brand itself, has 5.1 million followers on Instagram, but their average engagement rate is 0.5% and the best engagement rate for one post is 1.6%. They were super happy about the results – they fulfilled the goal, built nearly 5000 #PrimarkUSA hashtags in the go, but also gained some really cool customers in the process.
Total reach of all posts:
Total engagements: 59.719
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