The strategy was to drive foot traffic with hype, with the expectation that once in store, the audience would find hidden gems and transact.

The idea was to collaborate with the music industry, getting local and international artists to sign and donate shirts/clothing.Vinnies then hid those items (over 90 articles) in all their stores and used Facebook to get the audience searching.

There, they could find clues, see the hidden gems, get updates from the artists directly and find their closest Vinnies.

Other social channels were also used to drive the artists’ fan bases to our campaign.

With a minimal budget, we relied heavily on the strength of our Facebook audience as well as the social channels of the artists themselves to push the campaign.

Engagement ran at 77% for the majority of the campaign, a high rate of interaction.

For a cost of $6,148 (printing and editing costs) over 3 months we: Generated 9.5% uplift in sales comparative to same period last year.Moved $784,638 through the tills.Organically generated a fan base of 30,000+.

83% aged 13-25.Upheld social engagement of 77% for duration of campaignGrew online share of voice from 24%-49.8%.Generated $1m+ in free media.For every $1 spent we made over $127.60 that could be given directly to someone in need.

That’s a 12,760% return on investment not including the long-term worth of fan base and media coverage.