Primark is aiming to give its social media strategy a major boost by “turning online communities into real-world value” with the appointment of a new digital agency to run the account.
SocialChain has scooped the global business following a competitive pitch process and succeeds Born Social which has worked for the retailer for the past four years.
SocialChain will now work closely with Primark’s in-house team to shape the brand’s strategy, community management and reactive content creation, with the aim of elevating the brand’s digital presence and connecting with audiences and customers in new ways.
Primark cited SocialChain’s “bold approach and deep understanding of what makes content resonate”.
The retailer said the agency’s “community-first approach to turning online communities into real-world value and innovative thinking align perfectly with our ambitions for the future of Primark’s social media”.”
Primark head of marketing communications Kate Maunders commented: “We’ve worked hard over the past few years to really carve out a place in culture across our social media channels. We have the most amazing community of loyal fans online and we can’t wait to turn up the dial on how we speak to and engage with that community – and SocialChain are the right partners to help us do that.”
SocialChain chief executive Jacinta Faul added: “Primark is a brand woven into everyday culture; bold, democratic and full of energy. Our job is to match that energy on social.
“This win marks a new era for SocialChain, one defined by sharp thinking, inclusive storytelling, and big-stage creative made to drive both culture and commerce. Thank you to the team at Primark, we can’t wait to get started.”
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