Case study

How Bauer Media helped to reframe Primark through premium storytelling.

The first Bauer Media partnership uniting Grazia’s trusted editorial storytelling with nationwide outdoor amplification

When Primark, alongside their media agency Publicis, challenged Grazia to elevate perceptions of its contemporary collections, Bauer Media responded with more than a media plan. Together, Grazia and Bauer Media Outdoor created a connected campaign spanning editorial, digital, social and outdoor - taking one fashion story from shoot to page, to screen, and to the streets.

The challenge

Reframing Primark for a fashion-conscious audience.

Primark wanted to reposition its contemporary collections through a more elevated fashion lens - using trusted editorial storytelling to connect with style-conscious shoppers.

This brief was all about improving their brand perception.

Grazia was the perfect editorial partner, with it's audience significantly overindexing for people who like to keep up with the latest fashion trends, who agree style is as important as quality, and for those who consider themselves as style-concious.

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Grazia's audience over indexes for people who'd consider buying from Primark's key high-street competitors.

The insight

Fashion inspiration doesn’t stop at the page

Fashion inspiration carries greater influence when it comes from trusted voices.

By extending Grazia branding with a callout on the creative displayed Out of Home, the campaign transformed editorial authority into a real-world fashion experience.

Our research showed Grazia's ability to lend its established brand equity to other brands, and the ability to move product perceptions closer to Grazia's own profile attributes such as premium, stylish and trustworthy, with an average +6%pp increase across 5 attributes.

The campaign

One connected audience strategy.
One connected fashion story.

The response to brief was a connected creative platform built for fashion inspiration moments, with curated Primark collections that showcase their trend-led, high-quality clothing, and a campaign that turned inspiration into action with clear call-to-actions.

Bauer Media created a fully integrated partnership

Rather than adapting assets after launch, the campaign was designed from the outset to work seamlessly across; Print, Digital, Email, Social and Out of Home. Bauer Media's in-house team created a fully integrated partnership combining:

Grazia editorial storytelling

In-house creative production

Multi-channel content

National outdoor amplification

From shoot to street to store - full-service creative campaign delivery.

Grazia’s editorial and creative teams developed campaign assets designed to travel seamlessly across pages, screens and streets.

From fashion shoots and social content to motion outdoor formats, every execution maintained a consistent editorial identity across every environment, all created by Bauer Media's teams.

Placing Primark in environments where style inspiration naturally converts into shopping intent.

Creating everyday moments of fashion inspiration

The campaign unfolded across multiple seasonal bursts, keeping Primark’s contemporary collections visible elevating everyday moments.

Grazia storytelling delivered a campaign that felt relevant and credible, extended across editorial, digital, social and outdoor channels creating repeated audience exposure from inspiration to real-world retail environments across a connected customer journey. From premium editorial spreads and digital lookbooks to motion mall screens and high street formats, the campaign delivered a consistent fashion narrative at scale.

Bauer Media Outdoor strategically amplified the campaign across environments aligned to fashion discovery, shopping mindsets and high-footfall, to keep Primark’s contemporary collections visible throughout audiences’ everyday journeys.

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The impact

A multi-platform campaign to reframe Primark.

A multi-platform campaign that reframed Primark

The partnership combined trusted editorial storytelling with nationwide outdoor visibility - creating a connected fashion experience across every audience touchpoint.

Across multiple bursts, the campaign showcased how Bauer Media can help brands create culturally relevant content, then deliver it to audiences at scale.

bespoke video and photoshoots, capturing Primarks collections.

campaign bursts refreshed with new trends, hero pieces, and executions.

Bauer Media channels reaching fashion-concious audiences.

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Outdoor locations used, in proximity to push audiences into Primark stores.

Own every moment.

By combining Grazia’s editorial authority with Bauer Media Outdoor’s nationwide reach, the campaign demonstrated a new kind of connected media partnership - moving seamlessly from concept to campaign. Bauer Media offers advertisers the ability to Own Every Moment.