Vinnies is one of Australia’s oldest chain of charity thrift stores with over 250 stores state wide. Problem is, the new generation of teen shoppers didn’t connect with the brand or the shopping environment. We needed an idea to get them into the store so they could discover the joy of hunting for second hand treasures and spend some money at the same time. The stores account for 50% of all the money Vinnies uses to help Australia’s underprivileged, so connecting with this next generation of spenders is critical.
We created a multi-platform campaign called ‘Signed Finds.’ Centered on the one place they go all the time, Facebook. The idea gave music fans a chance to get their hands on an amazing piece of memorabilia while helping people in need. Leading Australian and international artists including MOBY and Motley Crue have autographed and donated personal items that are hidden amongst Vinnie’s 253 outlets. Fans receive hints about items’ whereabouts through a dedicated FaceBook page and then hit the stores to find them, increasing foot traffic through all the stores.
We got millions of dollars in free media including a primetime news broadcast. In a matter of days our FaceBook fans grew to thousands. The effects were felt immediately in store as reports of huge jumps in foot traffic from Vinnies sometimes overwhelmed volunteers. And the kids did exactly what we hoped; they enjoyed the shopping experience and found other Vinnies classics along the way.