CAMPAIGN
Primark x Stacey Solomon
Parenting creators content that drove families straight to shop Stacey Solomon's SS26 launch
results
1.3M+
1.4m+
total views
total engagements
5.7k+
£0.02
total link clicks
cost per engagement
Platforms:
TikTok. Instagram.
Countries:
UK.
brief
Primark needed to launch Stacey Solomon's new SS26 collection in March 2026, targeting families and fashion lovers. The main objective was to drive link clicks to the new collection, rather than pure reach/awareness.
our approach
We partnered with 5 parenting influencers - Educating Mummy (Lauren Brooks), Nicole Corrales, Charlotte Crosby, Harriet Beal, and Ashleigh Mogford - to showcase the collection on themselves and their children, spanning matching pyjamas, everyday dresses, cozy indoor moments and outdoor play. The campaign delivered 25 pieces of content across Instagram and TikTok, and performed strongly against its click-driving objective. Charlotte Crosby was the standout, driving 616,338 views and 682,380 engagements - roughly half the campaign's total volume alone. Sentiment was overwhelmingly positive and commercially charged, with many comments signalling direct purchase intent.