Primark is celebrating all-things Christmas jumpers with a Twitter campaign this Friday that will see fortunes told via customised videos and animated GIFs.
The value-based fashion retailer, which has recently opened its first two stores in the US as well as one in Spain, will introduce “Mystic Mother Christmas” in order to send personalised responses to its social media fans.
Consumers are invited to post Christmas jumper selfies (Friday is “officially” National Christmas Jumper Day in the UK) with the hashtag #mysticmotherchristmas to get their festive custom responses.
Created with agency ODD and supported by the teams at Twitter and Giphy, the aim, said Primark, is to have a little fun and to give something back to its 7m followers (127,000 of which are on Twitter).
“Christmas is the time for giving and we’re giving you one of the greatest gifts of all, a smile (and a personalised message from Primark of course). We’ve found our very own Mystic Mother Christmas to help make Christmas Jumper Day even more exciting. No complex ways of entering or joining in, just tweet with the hashtag #mysticmotherchristmas and we’ll bring the party to your Twitter feed. If you make a real effort we’ll return the favour and give you an extra special video message,” says Olly Rzysko, head of digital communications at Primark.
Mystic Mother Christmas herself, otherwise known as Shelagh, is a little nod to films including Advanced Style and Iris (about fashion icon Iris Apfel), but inspiration also came from the A Very Murray Christmas Netflix special, Rzysko added.
The initiative celebrates the brand’s partnership with Unicef Ireland and the UK’s ITV Text Santa campaign supporting Make A Wish, Save the Children and Macmillan Cancer Support. €2 and £1.50 respectively from every Christmas jumper sale at Primark goes to the funds.