Case Study: Primark transforms a Belfast store opening into a home-from-home with JComms

Primark drives 5m+ views and 169% of predicted sales with JComms

Primark faced the challenge of launching its new homeware department in Belfast by connecting with the community on a deeper level, moving beyond a simple store opening to resonate with post-pandemic attitudes towards the home. The vendor, JComms, addressed this with a corporate and consumer PR strategy centered on the theme "to make a house a home."

JComms executed a campaign that transformed the physical store into a welcoming home-like space and created a CGI FOOH asset for digital channels. This approach generated significant media coverage and social engagement. The results for Primark were highly successful, with over 300 media pieces achieving 5m+ views, strong social media performance, and sales that significantly exceeded targets, reaching 169% of predicted sales in the first full week.

Primark