Primark and SocialChain invite families to find their festive spirit with social-first Fam Jams campaign
Primark, in partnership with SocialChain, has launched its latest Fam Jams range with a social-first campaign inviting families to find their festive spirit this Christmas.
The campaign aims to push the brand top of mind for shoppers this festive season, combining entertainment, creativity and community spirit in true Primark style.
Part of the retailer’s wider Full On Festive Feels activity, the campaign celebrates the joyful chaos of the holiday season through a nationwide social-first activation spotlighting Primark’s much-loved family Christmas pyjama range.
Developed by SocialChain, the campaign was ideated, produced and brought to life across Instagram and TikTok by the agency’s creator and production teams, spanning content strategy, influencer activation and platform-native storytelling.
The campaign celebrates the shared excitement of getting festive-ready in matching pyjamas. It opens with a playful CGI moment featuring Primark’s iconic Christmas bag, a familiar symbol of the festive shopping ritual, reimagined to mark the official start of the season.
From there, content rolls out across Primark’s owned channels, inviting Primark’s social community to guess which UK cities festive pyjama moments are taking place in. Once a location is correctly identified, Primark will donate numerous pairs of pyjamas to Children’s Hospital Pyjamas charity, which will distribute them to various children’s hospitals across the UK.
The campaign also includes a mix of creator-led activity designed to capture the excitement of getting festive-ready, both at home and out in the world. Alongside UGC content, Primark House plays host to influencer shoots featuring JoJo Siwa and Chris Hughes, bringing the brand’s Christmas range to life in a setting made for sharing.
Out The Door in Four, an additional influencer activation, challenges creators to style a complete Primark outfit for a festive moment, whether that’s a Boxing Day walk or a trip to the Christmas markets, with each look brought together on Instagram and paired with a matching Pinterest board.
A live shopping event on TikTok rounds out the campaign and gives audiences the chance to shop the season’s key looks in real time.
The multi-format approach reflects the growing influence of social as a space for entertainment, discovery and connection, reinforcing Primark’s position as the destination for all things Christmas.
On the launch, Mike Scott, Executive Creative Director at SocialChain, said:
“Christmas is a time when social media becomes the heartbeat of how people share, celebrate and shop. We wanted to build a campaign that captures that feeling, combining creativity, humour and heart. It’s a brilliant example of how social storytelling can move beyond the screen to create something that genuinely connects families with a brand they love.”
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