Vinted

The Objective 

Leveraging the power of Creator Content at Scale 

A byword for pre-loved fashion, Vinted is a front-runner in making second-hand first choice. Operating in numerous countries with millions of users, the online marketplace has proven its global appeal. As a result, the production of localised content has become absolutely crucial.

Vinted has, however, faced obstacles attempting to achieve this, particularly if content requires voiceovers or direct-to-camera speech. Eager to remedy this situation in order to drive app installs, in-app registrations and first time listings, Vinted turned to Creator Content at Scale, available on TikTok One.

The Solution 

Ensuring authentic connection with audiences

Creator Content at Scale allows brands to receive distinct content from a diverse range of creators. Working closely with the TikTok team, Vinted created a briefing document which outlined the campaign’s essential components and expectations, and then submitted it to the Creator Content at Scale platform. 

Over the course of one month, the brand, which was targeting all genders over the age of 18 in the UK, received ten assets. These assets were tested separately against its BAU campaign (App Install Campaign with Registration Optimisation) and new assets were added on a weekly basis as the brand continuously received video submissions.

Vinted’s best-performing submissions were aesthetically pleasing, rooted in authentic communication, and prioritised an instructive narrative. Whether targeting the fashion-conscious, the financially-savvy or both, creators knew instinctively how to engage their audiences to drive results for the brand.

In one direct-to-camera delivery, a heavily pregnant creator reached out to parents to ‘make space and make cash’ by encouraging them to sell their children's pre-loved clothes on the platform. Another creator instantly grabbed attention by revealing how much money she had made in one week on the platform, while other creators linked  savvy selling and stress-free summers for their cash-stapped, but closet-stocked audiences.

The Results 

Driving real business results

Vinted’s campaign, which ran between July 07 and August 19 2024, was a clear success. By keeping its brief concise and allowing for creative interpretation, Vinted appealed to Creators and facilitated authentic submissions, which are more likely to resonate with audiences.

While submissions needed to communicate the benefits of using Vinted, allowing creators to express their personal style and creativity played a significant part in the campaign’s success. Moreover, Creator Content at Scale’s capabilities meant Vinted received new submissions on a weekly basis, so the campaign remained fresh.

When comparing its Creator Content at Scale assets with its BAU assets, Vinted achieved a 13% higher Hook Rate with a 26% lower Cost per Registration and 30% lower Cost per First-Time Sellers. These results have informed the brand’s future strategy, and it plans to expand its use of Creator Content at Scale in more of its target markets.