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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 works 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