Primark drives conversions with collage competition
February 10, 2026
What makes finding your perfect inspiration even better? Bringing it to life. High-street giant Primark (@primark) is a one-stop destination for fashion, beauty, home and lifestyle products. And with something for your whole wardrobe, plus every room in your house, their catalogue is full of inspiring looks.
The retailer wanted to reach and grow an audience of engaged home decor shoppers, whilst helping people shop their inspiration in an affordable way—and they found that on Pinterest.
The goal
Primark knew that people come to Pinterest for home and decor inspiration. They also knew that Gen Z, who they were looking to reach, is Pinterest’s fastest growing audience.2 The retailer saw an opportunity to creatively combine easy profile optimisations with a familiar format people on Pinterest know and love to help grow and engage a Gen Z audience while also driving conversions.
The strategy
Primark planned to launch a national collage competition to celebrate the release of their new Primark x Pinterest homeware collection in stores across the UK. But before it kicked off, they optimised their Pinterest presence following the platform’s best practices. The retailer added a new profile photo, added keywords to their bio and Pin and board descriptions and set quarterly profile reviews to update their imagery to align with relevant campaigns. To easily scale their content, Primark claimed their Instagram account and enabled auto-publish to automatically repurpose content and seamlessly post across platforms. They also brought their catalogue to Pinterest to make it simple to find and shop their products, and also create a library of Primark products that people could easily include in their collage submissions.
With their profile and content optimised, Primark launched the competition. They encouraged people to find their vibe and visualise their dream space by creating a collage that included at least one product from Primark’s new homeware collection inspired by Pinterest trends. Then, the retailer created a board with sections for giveaway details, design inspiration and featured “Collage of the week” submissions. To gain additional visibility and capitalise on trending search terms, Primark used the Trends Tool to find keywords they could include in the section names and descriptions. In addition to inspirational content, Primark also included product Pins linking out to their “click and collect” collection—an ongoing option the retailer offers for shoppers to buy online and pick up in store. These Pins featured the latest price and availability from their catalogue feed so participants could easily bring their favourite looks home.
Once the competition was underway, Primark made sure to promote it both on and off Pinterest. They created Pinterest ads to bring additional eyes to their competition content and promoted it IRL with Primark store windows, as well as co-marketing support from Pinterest UK and Primark socials. They also created over 100 store displays with PincodesTM that shoppers could scan to access the competition boards containing instructions and inspiration.
And, to keep the momentum going, the retailer created a long-term plan to launch new product ranges via board sections and include keywords to make sure their content reaches people who are searching for it, laying the groundwork for future success.
The result
The combination of organic optimisations and Pinterest ads helped Primark increase conversions from their collage competition. In the 30 days after optimising, Primark’s organic-only adjustments drove an 11% increase in impressions and a 10% increase in engagement. Plus, in those same 30 days after launching the competition, Primark’s combined paid and organic results improved, with 26% more impressions, 18% more engagement, 8.5% more outbound clicks and, most impactfully, 371% more revenue.
Tips to try
Get more out of your Pinterest content with these best practices.
Embrace Pinterest best practices
Small changes can have a big impact! Adding keywords to your profile and content, saving to boards and incorporating trends can all help your content more effectively reach your target audience. See more best practices.
Bring your catalogue to Pinterest
Make it simple for your audience to go from searching to shopping by bringing your catalogue to Pinterest as shoppable product Pins.
Find additional opportunities for promotion
Promote major moments or campaigns both on and off Pinterest to make sure your audiences across platforms are aware of your latest initiatives.
