In 2019, Primark approached Wave Collective to take over their USA social channels. Originally, Primark relied on their UK team for a US social media strategy and photography. As Primark is not an e-commerce brand, it is essential to ensure that what is posted on social media is available in-stores to drive foot traffic, and that content and copy was reflective of the US market. Primark was looking to increase brand awareness in current US markets and target new markets as well as really differentiate themselves from the Global account. With close proximity to Primark’s Boston store, Wave Collective was able to be hands-on and redefine Primark’s US social accounts.

Wave Collective looked at the demographics of the audience and aligned their social media strategy with the interests of that target market in order to grow a local community. Capitalizing on industry trends and knowledge was a vital part of the strategy to reach and cultivate the audience. Through a combination of strategic initiatives, creative campaigns, and a commitment to delivering value to customers, Primark successfully built brand awareness and established a strong presence in the competitive US market which aided in the success of opening a number of stores in new markets across the country.

For the past four years, Wave Collective has overseen product selection, product styling, photography, videography, post-production, social media strategy, copywriting, monthly reporting, partnerships and event coverage. Wave Collective has grown the US audience in key markets while also adjusting the social media strategy to adhere to Instagram’s best practices, now including IG Reels.