Styling a New Digital Wardrobe with Data

Client: Primark

Primark, an iconic brand of high street fashion, is undertaking a digital transformation supported by relaunching its website in the UK. Starcom has been enlisted to support this launch with a data-driven content strategy, using a credible alternative source of data in the absence of the first-party online demand data.

Starcom used Intent Based Planning (IBP) to uncover user behaviour by continuously collecting, refreshing and processing Google search data using big data analysis and machine learning algorithms. Starcom set up a bespoke IBP framework for Primark, mapping nearly a million brand-relevant search queries to the mindsets of their audiences. Used to inform Primark's content strategy for a new UK website, and to power and align messaging across all media, inform optimisation tactics and bidding strategy, IBP helped aligning the way Primark markets its products with how audiences search for them. It helped redefine product categorisation, expand the online product catalogue and turn Primark into a source of inspiration for fashion enthusiasts. Additionally, it was used to define the browsing experience by creating an information architecture model with a user-first approach in mind. Our data-driven content strategy aligned with user motivations, driving an influx of excited users to Primark’s new sleek website, resulting in a significant boost in performance metrics.