How The Fashion Industry Builds Online Buzz – #PrimarkAW16 Example

At Olytico, we work with brands from a wide range of industries from Insurance to Healthcare, from State bodies to Telecoms but few industries have the ability to generate as much online buzz as the Fashion industry. A recent example of this was the Autumn Winter Press Days hosted by Primark in Dublin and London over the last few weeks. Mentions of the event hashtag (#PrimarkAW16 ) generated 11,514,656 impressions on Twitter over a seven-day period (9th-16th June).

Word Cloud

Brands like Primark recognise the power of social media and have established the ability to identify and to build relationships with key online influencers resulting in a leveraged share of voice online. During the period analysed, over 665 tweets were shared using the brand hashtag from 396 unique contributors.

Not surprisingly, @primark featured as a top author sharing 52 tweets in the period but other brand advocates like @Markw099s (10 tweets), @LilyLaiLam (9 tweets), @BoopFashionista (6 tweets) and @lornajaneduffy (5 tweets) helped to drive the conversation online.

Top Ten Authors

Partnerships with influential online publications like @beautie (109,416 impressions), @RSVPMagazine (78,498 impressions) and @stellarmagazine (77,728 impressions) contributed to the significant volume of potential impressions.

Top ten Authors (By Impressions)

Reaction to the Autumn Winter collection for 2016 was generally very positive with some attendees describing the event as “heaven” and explaining how they were “struggling to cope with how gorgeous” the Primark collections were.


If you want to find out more about this activity or have any other social media listening requirements, just drop Olytico a request at

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