We developed a content based partnership with Trademe, NZ’s second largest website.The ‘Sold in a Jiffy’ consumer promotion encouraged sellers to clean their pre-loved household items with Jif, upload the item on TradeMe with a bottle of Jif in the photo, to win a house cleaner for a year!The smart media twist on this approach enabled us to significantly amplify our limited paid media with consumer generated product placement.Tapping into relevant categories with display formats, we sent consumers to their garages to rejuvenate their unwanted items – creating new usage occasions.We also tapped into items that hadn’t sold via a button on the Unsold Items page – encouraging traders to clean with Jif and try again for a better result.The TradeMe partnership was leveraged via advertorials in women’s magazines – showcasing how to “clean in a jiffy” and driving readers to TradeMe.

‘Sold in a Jiffy’ delivered huge audience reach and engagement.Over 55% of NZ’s HHS 25-54 were exposed to the campaign via Trademe via 102m impressions delivered – with a limited budget of only NZ$40,000.Over 9,000 people visited our campaign webpage. Of those, 2.1% uploaded a photo with Jif in their auction listing, generating nearly 9,000 views.But even more impressive was the shift in scorecard measures.

• Penetration rose by 5.2%• AWOP rose by 6.4%• Inter purchase interval (days) declined by 9.2% - buyers were purchasing more regularlySold in a Jiffy literally 'cleaned up'