Primark, the international clothing chain, famously does not have an online store. So when EU-wide campaigning organisation WeMove chose to target it, they started by launching a parody site.
The simple site went live on Black Friday 2018, as part of a campaign to get Primark, the shopping giant, to switch away from unsustainable viscose.
The user journey starts out with a simple, mild brand-hack:
Once on the site, the functionality is simple: you choose a product …
… and then the site allows you to email Primark telling them you would buy it, except it’s not made from an eco fabric.
The site then prompts you to share the site with friends – and finally, to write on Primark’s wall, doubling down the message.
Primark’s Facebook was instantly flooded, in multiple languages (the site itself was available in several):
Clean, focused – and effective. Within an hour of launching, the tracker on the front page was reporting rapid uptake:
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