Vinnies FinderFest
Vinnies / St Vincent de Paul Society (2022)
Vinnies is one of Queensland’s oldest chains of charity thrift stores, with over 150 stores across the state. Proceeds go directly to St Vincent de Paul Society, helping those in need. But foot traffic was dropping off, and discounted sales were cutting into charity proceeds.
We needed a way to get people excited to discover what’s in-store, without further discounting. So we created Vinnies FinderFest, a 3-day famous fashion hunt across 150+ Vinnies stores in Queensland, Australia.
Australian Olympians, musicians, TV personalities, fashion icons and more, donated personal items. These items were hidden throughout Vinnies stores. Clues were dropped on social media, and the hunt was on! Influencers posted from specific Vinnies stores over the three days, hyping the hunt to their audience, driving foot traffic in store.
5.5 million Queenslanders were reached. The event was Vinnies’ 2nd highest ever sales week in Queensland, and weekly sales post-campaign were up +14.6%. FinderFest got people excited to discover what’s in-store at Vinnies, and feel good knowing they’ve helped those in need in their local communities.
Campaign Brief 2023
Movers & Shakers 4 Stars