/ SOCIAL MEDIA CASE STUDY
RE-DEFINING PRIMARK USA ’S SOCIAL MEDIA CHANNEL S
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, and that content and copy was reflective of the US market. Primark was looking to increase 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.
For the past three 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.
Within three years, grew Instagram following
by 325% and Facebook following by almost 20%
Increased audiences in key markets including
New York City, Boston and Philadelphia by 138% while also creating new sizeable markets in domestic cities including Chicago, Miami and more
Stayed abreast industry trends and pivoted content strategy when video was clearly taking platforms by storm — resulted in increased brand awareness and increased engagements
Increased overall engagement rate on both Instagram and Facebook from .61% to 2%
Produced over 150 studio photoshoots for Primark over a 3-year period