intive and MullenLowe Profero began a cooperation with Primark in 2013, and after several months of intensive work, the new Primark website was launched at the beginning of 2014. The Primania is an integral part of the whole website, the idea for that unique subsite focus on providing growth in product awareness and increasing loyalty to the brand. The Primania subside is unique by making content generated by fans play such an important role in the whole site lifecycle. Observing the digital behavior of Primark fans mass-sharing their everyday look, it was able to create a real-time space for a community of fashionistas who want to share and comment on it. The result was amazing – more than 10,000 user-generated looks created by authentic fashion geeks, a massive rise in time spent on the site and engagement with the brand.
The website was developed
The BIMA Awards (British Interactive Media Associations) are the most important and prestigious digital awards in the UK. With over 30 years of tradition, the annual competition produces the very best of British digital. Short-listed projects are awarded in 33 categories across various sectors and disciplines.