Digital Tactic Inspiration: Ecomark by WeMove
For Black Friday 2018, WeMove Europe and Changing Markets Foundation launched a simple microsite targeting Primark in multiple languages.
Visit the site here
The simple Primark parody website was launched 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 lanching, the tracker on the front page was reporting rapid uptake:
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