General information
Sector: Direct-to-consumer
Media: Linear TV, online, social media
Time period: October 2021 (4 weeks)
Case description
Every year, Europeans get rid of 4 million tons of textiles – 80% of them are thrown away in household waste and end up being buried or incinerated. At a time when buying second-hand has become a real consumer trend, responding to both economic and environmental issues, Vinted and TF1 launched an unprecedented eco-friendly approach in partnership with the charity La Cravate Solidaire: “Second Hand Month”.
The idea is to rely on the 17 million Vinted users in France to resell the clothes worn by the main actors of TF1’s flagship shows, and thus promote the use of second-hand clothes even more.
The project allowed Vinted to assert its leadership position in the second-hand market. Throughout the month of October, following episodes of Ici Tout Commence and Demain Nous Appartient, actresses Vanessa Demouy and Maud Baecker took turns to put up for sale the outfit they – or one of the actors from these TV shows – actually wore in the episode that has just been broadcast on the @itc_dna member page of the Vinted app. The initiative was promoted through an unprecedented communication campaign on TF1 Group’s media channels. In total, more than 140 fashion items were offered during the campaign.
The money from the sale was donated to La Cravate Solidaire, a charity that helps people to integrate into society and fights against discrimination in recruitment.
22 ads were produced by the TF1 Factory, under “ITC” and “DNA” licenses managed by TF1 Licensing. This campaign, orchestrated by TF1 Live, aired on a daily basis and was reinforced by a powerful TV, digital, and social activation, with tailor-made insertions based on affinities with Vinted’s customer base.
Campaign results
Every evening, all the items from the day’s outfits were sold out in a matter of minutes or seconds. Other key figures support viewers’ enthusiasm for this concept:
- TV = approx. 175 M contacts 4+ including approx. 26.6 M women 15-49
- Digital = over 7.9 million video impressions delivered with over 94% completion rate
- Social = 3.2M 3-second social video views with a total reach of +5.6M
- ±107,000 subscribers to the @itc_dna account on the Vinted app in 4 weeks
- 142 items sold in total, in a few minutes or seconds, after the episodes were broadcast
- Profile rating: 5 stars / 5 (150 ratings)