Primark x Curlfest
Festival Marketing Activation
Primark becomes the most talked about brand at Curlfest.
There were two goals – enhance people’s festival experience and introduce people to Primark.
Stylists started conversations with people about their personal style, and how fashion is a form of self-expression.
Brand ambassadors informed people about the prize wheel giveaways consisting of Primark store items and gift cards.
The highlight of the brand activation was the opportunity to pose with a larger-than-life ‘What do you celebrate?’ cake installation.
The experiential walk-up-into cake installation invited people to express what in their life is worth celebrating with fabricated signs, whiteboards to draw on, and hand-held props to personalize the experience.
19,000+ impressions, 11,000+ engagements, organic social shares
Knowing how hot summer festivals can be, Primark activated a misting fan station inside the tent, offering people a way to cool down and recharge.
Mannequins on display showcased seasonal offerings.
All of Primark’s experiences symbiotically existed within a 20′ x 20′ event space.
Primark leveraged their festival participation before, during, and after the social event.
But, the best is always the unexpected – guests got creative with the hand-held signs, to create their own original Stories and TikTok posts – dances to interviews – throughout the event area.
Why was this festival marketing strategy impactful?
Alignment
The fashion retailer tapped into what their ideal customers' lifestyles, pride, and culture.
Drive to Retail
Gift cards incentivized people to visit their NYC locations.
Onsite x Social
Real-world activations are made for social media (organic and paid).
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