Vinted

The World Says New, We Say New Again: How Vinted Drove 21M Impressions on TikTok

Objectives

Making second-hand shopping culturally relevant

Second-hand shopping is on the rise, but making it feel modern, personal, and playful takes more than a marketplace.

As one of Europe's leading online marketplaces for pre-loved fashion and everyday items, Vinted saw a unique opportunity to transform perceptions and make buying second-hand a story worth sharing.

For its UK Spring push, Vinted turned to TikTok to build awareness and drive a cultural moment behind its 'New Again' 360 marketing campaign. By activating the creator community with playful and interactive tools, the campaign aimed to spark conversations and encourage younger shoppers to embrace reselling and decluttering as part of their seasonal reset.

Solution

Using Branded Mission to turn creators into co-creators

Vinted partnered with TikTok to launch a Branded Mission, a unique ad solution that invites creators to co-create branded content. Timed with the arrival of spring—a season synonymous with fresh starts and decluttering—the campaign invited UK-based creators to participate in the #NewAgainListingChallenge.

Blending storytelling with seasonal relevance, the campaign encouraged users to rediscover pre-loved items and list them on Vinted in a way that felt creative, fun, and authentic to the TikTok community.

The mission prompted creators to share stories using the branded "...again" prompt across various categories including fashion and electronics, making the campaign highly inclusive and personal. The content itself ranged from creators showing off products to highlighting creativity, upcycling, and the joy of finding hidden gems. The result was a campaign that captured the spirit of the TikTok community, being diverse, expressive, and full of energy.

Results

Boosting engagement, reach, and cultural relevance

The Branded Mission resonated widely across TikTok, generating an impressive number of creator submissions and audience reactions. In total, 461 creators submitted videos using the effect, with each creator contributing their own take on second-hand shopping. These videos were then amplified through paid media, leading to over 21 million boosted impressions and more than 1.1 million engagements.

Even more telling was how users interacted with the Branded Effect itself, with over half a million interactions recorded during the campaign period.

By inviting creators into the fold and empowering them to tell the brand story in their own language, these results highlight Vinted's success in turning a seasonal moment into a meaningful conversation on TikTok and a branded message worth sharing.

To find out more about TikTok advertising and marketing solutions including Branded Mission, contact our team here.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.