/ CASE STUDY
VINTED
MAKING A BIG ENTRANCE IN NEW YORK BY UNLOCKING THE VALUE IN EVERYDAY CLOSETS.
01 / THE OPPORTUNITY
As Vinted expanded into the US, the challenge was to introduce Europe's leading second-hand fashion marketplace to New Yorkers and build awareness in a competitive market. The opportunity was to make second-hand fashion feel relevant, accessible and financially rewarding to a new audience.
02 / THE OPPORTUNITY
We tapped into a uniquely New York problem: overflowing closets filled with unworn clothes worth hundreds of dollars. Using consumer research, we developed a culturally relevant launch story that positioned Vinted as the solution to unlocking hidden wardrobe value.
To bring the insight to life, Vinted partnered with renowned digital artist Ian Padgham on a striking CGI activation, turning an everyday frustration into an unexpected visual moment designed to spark conversation and drive awareness. We also did guerrilla marketing and content creation, along with a collaboration with Dudette With Sign.
03 / THE IMPACT
The launch introduced Vinted to American audiences through a culturally connected mix of content, creativity and consumer insight. By tapping into New York's entertainment heritage and everyday fashion habits, the campaign established a relatable foundation for Vinted's US debut.
Executed in partnership with Axe + Saw
