CELEBRATING THE SOMETHING FOR NOTHING ECONOMY

THE HEAD SCRATCHER

How could we position classified ads site Gumtree as a credible thought leader within the cost-of-living conversation? Oh, and drive fame for its ‘freebie’ section at the same time?

THE IDEA

Our strategy was to highlight the savviness and sustainability credentials of second-hand thrifting with an omnichannel media and experiential campaign.

Media relations research and video content explored how Brits loved to pick up something for nothing despite the social stigma around freebies. Influencer partnerships made sure the story travelled across social, while Martin Lewis’ money expert Angelica Bell gave it even more authority. And the content provided context for a one-off branded pop-up event showcasing the gloriously eclectic and useful goods to be found in Gumtree’s freebie section, with QR codes driving attendees online. 

THE RESULTS

• 11% increase in website traffic to Gumtree’s Freebie pages

• Independent, post-campaign research showed a 6% uplift in purchase intent and a 12% increase in people thinking Gumtree was a sustainable choice

• Total coverage reach of over 200 million

• 81 pieces of coverage in titles including The Independent, Metro and OK! Online

• 100% of pieces contained a key brand message with a 90% positive sentiment rating (10% was neutral)