General information

Campaign objectives: Channel 4 wanted to highlight Vinted as the brand to help not only help save the nation money, but make people feel good too, with two impactful but positive messages:

• Inspire people to make a positive change and highlight buying pre-loved fashion is not only good for your wallet, but it can make you feel and look great.
• Champion a movement where wardrobes became not just personal sanctuaries of style but also vibrant marketplaces, transforming threads into thriving currency.

Context

In the era of fast fashion and instant gratification, personal style preferences, or a poor perception of worn-out garments, how do you drive more people to buy and sell second hand clothes? At a time when the nation was facing the Cost-of-Living crisis, Channel 4 wanted to find a creative way that not only highlighted the financial benefits of buying and selling clothes via Vinted but also displayed the possibility of discovering new styles for your wardrobe. As a pre-existing sponsor Vinted already had kudos in this space. Now Channel 4 wanted to turn up the heat.

Creative Minds

Channel 4’s insight team had already carried out a ‘Mood of The Nation’ survey which highlighted a lack of optimism for times ahead; over 9 in 10 say they are affected by the Cost-of-Living Crisis, with 44% saying they are troubled at the current situation. The report also highlighted 60% of consumers agreed that they are trying to reduce the amount they shop in attempts to adapt to economic challenges.

The research showed that the biggest area people are cutting is their spending around treating themselves – those spends that aren’t necessary but are so important in making us feel good. The research found that 60% of consumers agree that they are trying to reduce the amount they shop, with 30% agreeing that they are now looking at second- hand clothing specifically.

Channel 4 created Second Hand Style Up a four-part factual entertainment series, where they gave four deserving members of the public an opportunity to refashion their whole wardrobe at no cost to them at all. The series beautifully complimented previous content allowing a seamless progression of the campaign. To deliver on this strategy they utilised the benefits of Channel 4 and created a cross-platform approach that reached our Vinted audience in the millions and engaged them in an innovative way.

The new Social Branded Entertainment content series featured Channel 4 favourite, Jorgie Porter, and stylist Emma Winder who turned old clothes into new outfits highlighting the joys and cost-efficient benefits of pre-loved fashion via the app. Channel 4 used Linear TV to extend their series reaching audiences across our network via a 30” TVC, driving more audiences to the paybacks of pre-loved fashion.

And finally, to provide a full 360’ response, they linked the social series up with Vinted’s existing sponsorship of Hollyoaks by casting the talent from the social series into the idents of Hollyoaks, highlighting how even the most fashionable folk of Chester can make pre-loved items look good.

Campaign video

Results

Over 7.8million people watched over 40k hours of content during the campaign which helped Vinted see an increase in consideration for buying by 7% and selling by 6%, with regular usage now at 41%.

Channel 4 ran a third-party research study and for those who watched the series:

• Vinted significantly increased their lead against competitor eBay as a brand you think of for buying (+12%) and selling second hand (+13%)
• 64% of total respondents said they’ll consider buying pre-loved fashion in future from Vinted
• 57% considered selling pre-loved with Vinted
• 74% of lapsed users said they were re-considering selling clothes on Vinted after watching the series
• Finally, over 80% of respondents said that they’d like to see more of the series in the future showcasing that branded content was the key to this responsible yet stylish brands success!

The campaign was Shortlisted for 4 Cannes Lions, winning a Bronze in the Health and Wellness Lions.