Tradera during Black Week: Circular is the new black

Challenge

Tradera is Sweden's number one digital second market. However, in November all eyes are on conventional retail, with Black Friday (or black Week as it is now being pushed) and the stress of Christmas shopping. Consumption is at an all time high and at the same time the climate crisis is becoming worse by the day. Influencers are a big part of the consumption pressure and can be seen as a clear part of the problem in this regard.

Solution

To combat the pressure to buy new things and shine a light on the value and possibilities of circular shopping, especially via Tradera, Story  focused on creating a strong and smart influencer seeding campaign that would both create a hype short term, as well as keep the brand relevant, with a younger target audience, long term. Together with Tradera we asked a number of influential influencers in Sweden if they would want to receive a hand picked second hand Christmas gift. To the ones who said yes we sent a, carefully picked, gift, shopped from Tradera. The packages were packed, using only recycled boxes (most from our own office), and branded with Tradera logos. We added a note and a handwritten card to each influencer. All the packages were then sent out with sustainably chosen travel options, like bike or electrical vehicles. 

Results

11 of the 17 influencers who received gifts posted about them on their Instagram, with fun, stylish images and joyous copy, on their social media accounts (no paid collaborations) which in total gave a reach of over 1 million. In addition to the reach we gained valuable connections and learned who were a good match for the brand to keep working with.