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Primark's social media war-room primed for Christmas Jumper Day campaign

Primark's social media team and creative agency ODD have joined forces to help the retailer celebrate Christmas Jumper Day as it creates content in real-time to respond to selfies they are sent.

The Christmas jumper category is a burgeoning one for the high-street giant. Sales across the UK rose by 235 per cent in 2014 according to OneHydra, and Primark has sought to own the occasion with designs that start from £9.00. However, this is the first time it has actively advertised around the annual Christmas Jumper Day event.

The #MysticMotherChristmas activity has seen the brand invite people to share their Christmas jumper selfies using the hashtag. A Mystic Mother Christmas character will choose the best ‘selfies’ and respond with a personalised video message - created by a team of 20 primed production and digital specialists - announcing their Primark Christmas fortune.

Nick Stickland, co-founder and creative director at ODD, said that Primark's digital team have shown real "bravery" in embracing a real-time social campaign to engage with shoppers.

“There’s no bigger or better brand on the high street that celebrates the mighty Christmas jumper quite like Primark. Today’s social campaign demonstrates Primark’s dominance with this key seasonal staple whilst retaining its all important light hearted sense of humour," he said.

ODD will be measuring the success of the campaign on softer metrics, such as likes and follows, as well as how many people are taking selfies, as opposed to linking it to direct sales. The agency has said that as of 17.30 on Friday (18 December) Primark had been mentioned in relation to Christmas jumpers 2,500 times, reaching approx 70 million users.

It comes as part of a wider seasonal campaign that saw ODD also produce six create-your-own Christmas jumper videos that have been shared across YouTube in the lead up to the launch of Mystic Mother Christmas.

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