How Primark Is Turning Store Colleagues Into Creators To Take Their Global TOV Local | Maria Duncan, Social Media and Community Management Officer, Primark

Episode notes

For years, brands have tried to maintain one consistent voice on social. But the most engaging content today comes from people, not polished brand posts. Primark has leaned into that shift with its colleague-generated content programme, training store teams to become creators and tell stories from a local perspective. In this episode, we're joined by Maria Duncan, Social Media & Community Management Officer at Primark, and Chelsea Noronha, Strategist at SocialChain , to go behind the scenes on how it work s from strategy to rollout and what they're learning so far. Expect to hear what sparked the programme, how stores bring their own personalities to content, the guardrails that keep it on brand, and why employee voices might be the key to social that actually connects . Got a question or a suggestion for the SocialMinds podcast? Get in touch at socialminds@socialchain.com

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