Primark
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pinterest
Bring your inspiration home
Two brands. Two very different problems.
Primark had the product—trend-driven homeware at prices that made decorating feel accessible to anyone. Pinterest and Primark's own research had identified the two biggest barriers to home decorating: lack of money and lack of inspiration. Primark solved the first. Pinterest had the second. The question was whether the two together could close the loop between seeing something beautiful and actually bringing it home.
Pinterest had a different problem. Collages—an interactive tool allowing users to curate mood boards with Primark products—was a new feature that needed adoption. Getting people to use a new tool requires more than a tutorial. It requires a reason to care.
My job was to find the campaign that solved both problems at once.
The brief:
The brief had a hidden complexity: we weren't just launching a collection. We were launching a behavior.
Pinterest needed people to discover and use Collages. Primark needed people to move from digital inspiration to physical purchase. The sweepstakes format was the mechanic that made both possible—but the writing had to make it feel like an invitation, not an instruction.
The other challenge was naming the story. The three trends informing the collection were Cosy Cottage, Minimaluxe, and Dainty Décor—each with its own distinct aesthetic and audience. Cosy Cottage for the romantic and nostalgic. Minimaluxe for the sophisticated minimalist. Dainty Décor for the unapologetically feminine. Three different people. One campaign voice that had to speak to all of them.
The creative challenge:
I named the three trend collections and wrote the campaign from scratch — concepting the creative approach, developing the messaging strategy, and writing across every channel and surface.
The tagline: Bring your inspiration home.
Four words that did everything the campaign needed. They validated Pinterest as the place where inspiration lives. They positioned Primark as the brand that makes it real and affordable. And they gave the collage sweepstakes a reason to exist that felt like an invitation rather than a mechanic.
From there the campaign expanded across:
Paid and organic social—
Copy that felt native to how people actually talk about interiors on Pinterest. Conversational, trend-aware, aspirational without being unattainable.
Email—
Subject lines and body copy that moved subscribers from passive followers to active participants, creating momentum for the sweepstakes without pressure.
Immersive in-store experience—
The campaign didn't stop at the screen. In flagship stores across London, Belfast, Liverpool, and Glasgow, we created immersive "room in a room" installations — physical spaces that transported shoppers directly into each trend. Cosy Cottage, Minimaluxe, and Dainty Décor came to life as environments you could step into, styled with actual Primark products and anchored by interactive Pinterest Collages you could engage with in person. I wrote every word that brought these spaces to life—from the trend descriptors and environmental copy to the masterclass materials that taught shoppers how to use Collages for the first time. Five Gold flagship windows received full creative takeovers with custom 3D elements. Twenty-three Silver stores featured bespoke installations. Forty Bronze stores carried the campaign visually nationwide.
Sales enablement and partner materials—
Translating the campaign strategy into language the partnership team could use to align Primark and Pinterest stakeholders across markets.
Sweepstakes copy—
Writing that taught people how to use Collages without making it feel like a lesson. The mechanic was new. The language had to make it feel obvious.
The work:
371% more revenue in 30 days
26% more impressions
18% more engagement
8.5% more outbound clicks
Published as an official Pinterest success story
View the Pinterest success story →
26% more impressions
18% more engagement
8.5% more outbound clicks
Published as an official Pinterest success story
View the Pinterest success story →
The results:
The best campaigns don't just sell a product. They teach people a new way to want things.
This one had to do both—introduce a feature, launch a collection, and bridge the gap between a mood board and a shopping bag—all while making it feel effortless to the person on the other side of the screen.
That's the work I find most interesting. Not the brief that hands you the answer, but the one that makes you find it.
The takeaway:
YOU'RE UP NEXT.
I help you build your brand so you can build the future
