Challenge
Primark's sales targets for the summer were significantly higher than the previous year, driven by a poor Q1 due to erratic weather. June was a critical month, and the company needed to deliver a substantial portion of its total incremental sales target in just eight weeks. However, core ranges were already performing well, and there was little room for growth through traditional strategies.

Solution
We shifted Primark’s focus beyond core ranges, tapping into underserved fashion sub-trends. By using our proprietary tool IBP, we identified emerging consumer demands and matched them with Primark’s inventory. We created a dynamic, multi-touchpoint campaign (Social, Search, Display, DOOH) promoting items like midi skirts, accessories, modest swimwear, and even bridal attire. This data-driven approach encouraged customers to purchase more items or return for additional products, embracing diverse summer needs.

Results

• Exceeded the sales target, achieving a significant portion of total annual sales in just 8 weeks.
• Generated substantial incremental revenue, despite overall category sales declining.
• Improved campaign performance with a notable reduction in cost per onsite session and a boost in organic traffic.
• The campaign’s success led to its implementation in other campaigns later in the year.