Primark keeps up the social media marketing momentum

Primark is gearing up for the holidays with all kinds of special merchandise and seasonal items. Its value fashion positioning is a distinct competitive advantage, offering both style and affordability. No wonder Primark's sales are up. And costs stay low because Primark doesn't splash out on flashy TV adverts. Instead, it concentrates on social media marketing, inexpensive and interactive.

A quick look at its social media accounts shows fashions for men, women, children, and home...giving brand fans more reasons to shop at their local Primark store more often.

Above, Primark's Twitter post about its Hogwarts merchandise for home and gifts. With 217k Twitter followers, Primark posts a constant stream of photos and promos to keep consumers excited about what's next.

Primark has an amazing 5.2m Facebook followers. In addition to merchandise promos, the company posts job openings to attract brand fans as employees. Who better to talk with shoppers than brand fans?

Fashion is a natural for Primark's Pinterest boards, which have 86k followers--many repinning Primark fashions for later review or to get hints for how to wear the latest accessories. Similarly, 5.2m people follow Primark's Instagram account. That's a big audience, and because they choose to follow Primark, it's clear that they're interested in the company, its products and its latest promotions.

And of course the company's Primania section of its website continues to attract user-contributed photos of Primark fashions in action, more than 15k photos in all. As 2017 winds down, Primark is well positioned for social media marketing momentum into the new year.

PS: This post, my 802nd post, updates the opening example in Essential Guide to Marketing Planning 4th edn. More posts are on the way!