Inaugurating one of the most iconic brand collaborations of the 21st century, 2025 saw two powerhouses in the E-commerce space join forces, with Pinterest and Primark demonstrating how retailers can leverage social-media-driven insights into product development, and ultimately create an immersive, truly unique retail experience for shoppers both online and in stores. Inspired by trending interior-design data gathered from Pinterest users' search algorithms, Primark launched three homeware collections - Cosy Cottage, Dainty Decor, and Minimaluxe - which would be rolled out accross more than 100 Primark stores throughout the UK and Northern Ireland. What's more, for the first time ever, customers would be able to shop these trend-led collections directly through the Pinterest app, thanks to Primark's newly available "Click and Collect" service, thus pushing the brand and its product offering full steam ahead into the world of online shopping.
Internal View of The Collage Studio
External View of The Collage Studio
Expanding their digital toolkit at an opportune moment, Pinterest launched a "Collage" feature on their app, allowing users to transform their static saved pins, into multidimensional vision boards. As such, to further integrate the online and in-store experience, Pinterest and Primark created a marketing campaign with the newly launched collage tool taking centre-stage, prompting netizens to use this interactive tool to create mood boards, or rather pictorial wishlists, featuring their favourite Primark homeware products, and "bring their inspriation home", by taking these items from the creative space to the checkout.
Consumers Collaging In-Store
Collaging Masterclass
It was only natural therefore, that We Love This, a full service creative agency, were brought on board to spearhead the experiential aspect of this campaign, designing and handling the build of The Collage Studio - "an immersive, hands-on experience that blended digital creativity with physical exploration". As part of a multi-city roadshow spanning four weekends, The Collage Studio made its signature debut at select flagship Primark stores in London, Liverpool, Belfast and Glasgow, with myself and a team of brand ambassadors on hand to engage with consumers about the homeware collections. Our main objectives were to encourage Pinterest app downloads through QR code scanning, increase brand visibility by giving away branded tote bags, and lead in-store collage masterclasses on i-pads via the Pinterest app. Additionally, We Love This designed more than 70 Primark store windows, with Pinterest-powered visuals showcasing the trend-led homeware collections nationwide.
Pinterest App Download
Social Sharing at The Collage Studio
Custom Window Display at Primark's Flagship London Store
Custom "Collage" Graphics with Primark Homeware Products for Photo Opps
To further encourage app downloads and social sharing, Pinterest and Primark created an incentive-led design competition, challenging customers to get creative, and design their "dream room", using the collage tool on the Pinterest app, and ensuring they incorporate at least one Primark product from any of the 3 trend-led Primark homeware collections. 10 lucky winners from accross the UK and Northern Ireland would then be chosen to receive a £500/ €500 Primark gift voucher, allowing them to quite literally bring their inspiration home, and make their dream space a reality.
The competition giveaway was not only an effective tool for bringing new customers to the Pinterest app, but it also created a means for the brand to retain their former customers who were no longer active on the platform, by providing an exciting, new use-case for the app with the launch of their collage tool. Equally for Primark, the design challenge became a powerful visual simulator for their Pinterest-inspired homeware collections, leveraging the millions of app users on Pinterest's platform, to advertise their product offering, which in turn, resulted in a tremendous sales uplift both online, and accross various store locations.
Primark X Pinterest Competition Details
Primark X Pinterest Masterclass Host Maggie Lamoon
The Primark X Pinterest roadshow was preceded by an elegant press launch at London's Mortimer House, Soho, showcasing the first iteration of The Collage Studio to a curated guestlist of influencers, media outlets, and creatives from accross the interior design, e-commerce, fashion, and lifestyle sectors. Attendees were able to catch an exclusive glimpse of the new Pinterest-inspired Primark homeware collections up-close and personal, as the space was outfitted with product samples, branded displays, and custom visuals designed to bring each collection to life.
"Minimaluxe" Homeware Collection
Influencer-Led Content Capture
"Cosy Cottage" Plate Calligraphy
Content Creators Social Sharing
Various interactive consumer touchpoints were made available to guests attending the press launch, including energetic DJ sets, a bespoke drinks reception, themed appetisers, and a plate-decorating calligraphy station honouring the key aesthetic motifs of the Pinterest-inspired Primark homeware collections. Myself and Jordan were on hand to interact with and attend to guests, ensuring a seamless and positive event experience, general housekeeping, assistance with content capture, and to deliver live collage masterclasses via the Pinterest app.
Maggie and Jordan at the Primark x Pinterest Press Launch
Maggie and Jordan at the Press Launch Collage Studio
Delivered Business Outcomes:
- Significantly increased Pinterest's user base through app downloads
- Generated thousands of new leads for Pinterest and Primark through competition entries, app downloads, and direct consumer engagement
- Increased brand visibility for Pinterest and Primark with over 3,000 branded tote bag giveaways
- Boosted Primark's sales operations by driving traffic to Click and Collect services and uplifting in-store sales teams
- Introduced the 3 Pinterest-inspired Primark homeware collections to consumers in-store, and relayed key brand messaging concerning the brand collaboration
- led hundreds of collage masterclasses in The Collage Studio, helping to improve overall brand awareness for both Pinterest and Primark, and promote use cases for the Pinterest app to new and existing customers
- Encouraged social sharing accross all platforms for both Pinterest and Primark, helping to bolster digital presence, engagement, app downloads, and online sales
Highlights from the Primark X Pinterest Roadshow
