Primark Reveals: Social Media Marketing Beyond Conventional Logic
Londen, vrijdag, 6 juni 2025.
Primark breaks traditional marketing rules with a bold social media strategy centred on ‘brand enjoyment’ and community building. Led by Kate Maunders and Kym Thomson, the brand focuses on cultural moments, data-driven content, and authentic stories. The approach aims for global reach with local relevance, making striking choices like bronzer-centred content. Employees are seen as crucial content creators, and the brand embraces a philosophy of ‘progress, not perfection’ in its social media approaches.
Brand Strategy Beyond Conventional Logic
Primark reveals a bold social media approach that breaks traditional marketing rules. The company focuses on ‘brand enjoyment’ and community building by creating data-driven content that embraces cultural moments [1]. Under the leadership of Kate Maunders and Kym Thomson, Primark has developed a unique approach that combines global reach with local relevance.
Data-Driven Content Creation
Primark’s social media strategy begins with in-depth data analysis. The team discovered that bronzer was the most discussed fashion product, leading them to centre this product in their content - even in unexpected contexts like a ‘get ready with me’ video based on the Lilo & Stitch collection [1]. Kate Maunders emphasises: ‘It doesn’t always have to make sense, but when it works, it really works’.
Employees as Content Creators
A striking aspect of Primark’s strategy is the role of employees as crucial content creators. The company views its staff as ‘its greatest asset’ and encourages them to produce authentic content [1]. This approach aligns with broader employee advocacy trends, where [2] 92% of B2B buyers trust employee recommendations over traditional advertising.
Platform Choice and Reach
TikTok and Instagram are currently the primary platforms for Primark [1]. The company recognises the importance of strategic platform selection, with Pinterest seen as having potential for reaching new customer groups. The strategy revolves around ‘global reach with local relevance’, with cultural moments at its core - such as the Bridgerton collection that aligned with the Netflix series.
Future Vision
Primark’s social media approach is characterised by the philosophy ‘progress, not perfection’ [1]. The company continuously experiments with new approaches, such as the special occasionwear collection developed based on social media insights following the post-Covid wedding boom.