Primark — The Get Away: Influencer & Social Creative Strategy (Socially Powerful)

Primark's summer 2026 campaign, The Get Away, launched across the UK, US and Spain — the brand's first ever Spanish brand campaign. Built on a cinematic heist concept by VCCP, the work extended Primark's That's So Primark platform, positioning the summer collection as elevated style at prices that feel almost illicit. Socially Powerful were brought in on a re-brief to lead influencer strategy and social creative direction, ensuring the campaign translated authentically into creator-led content at scale across social media .

The Approach
As Influencer Strategist, I led on content pillar refinement and influencer recommendations, shaping how the campaign's core themes — aspirational travel, high-low dressing, the thrill of a great find — could be translated into platform-native formats without losing the campaign's cinematic tone.

This involved:
* Refining content pillars to reflect key summer audience behaviours identified in the media strategy: holiday search moments, summer inspiration loops, and high-engagement binge viewing windows
* Developing influencer recommendations mapped to those pillars, balancing reach with authentic style credibility across TikTok and Meta
* Ensuring creative direction for influencer content had a cohesive feel aligned to the wider campaign — glamorous but accessible, playful but considered; including social scripting and look and feel.

The Context
The campaign runs across TikTok, Meta, YouTube, BVOD, cinema and premium OOH — including a first-ever Central Line takeover and placements across UK train stations. The influencer strategy sat within this full-funnel ecosystem, tasked with converting cultural awareness into genuine engagement and in-store footfall.