Disrupt

Hi there, we’re Disrupt, no ordinary influencer marketing agency. We help brands earn attention by telling culturally relevant stories that captivate an audience and deliver ROI. Through smart data-driven insights, we build meaningful and relevant relationships with the right creators for your brand so that attention converts into action; and action converts into revenue. Powered by influencers, we’re a team of energised, passionate, hyper-results-focused, social natives. Led by BAFTA-winning ex Made In Chelsea star and influencer, Stevie Johnson, influence is in our DNA. Performance is in our blood.

VINTED LUXE

July 18, 2024 | 3 min read

VINTED'S LUXE LAUNCH: COLLABORATING WITH FASHION INFLUENCERS TO DRIVE AWARENESS OF VINTED AS THE NEW HOME OF LUXURY RE-SELLING.

OBJECTIVE

Vinted wanted to introduce their customers to a new sector and target an evolving market to better position themselves in the luxury space against growing competitors. With a new luxe service that rivalled that of others in the luxury reselling space, they aimed to collaborate with established influencers in the luxury fashion niche, who partnered directly with high-end brands. Increasing the number of luxury sales made on Vinted as well as use and awareness of the Item Verification Service (IVS) were the ultimate goals. As this was the first foray into the space, Disrupt was also set with the objective of delivering a similar ROI to business-as-usual activity.

CLIENT CHALLENGE

We’ve been working with Vinted since 2021 to help drive virality and relevance as a go-to service for users to sell items they no longer use, but this was a step in a different direction as they dived into the luxury fashion space. A new strategy was needed to help establish Vinted as a platform for selling and acquiring high-end items, signifying a shift toward climate-friendly shopping, tapping into the platform's ability to offer premium, second-hand fashion at more accessible costs.

SOLUTION

Disrupt focused on partnering with influencers whose brand ethos closely aligned with Vinted's, securing three-month exclusive partnerships to prevent collaborations with competitors in the luxury sector. Disrupt emphasised credibility, authority, and authenticity; leveraging influencers who resonated with Vinted's value proposition. Training influencers on Vinted’s bespoke Item Verification Service (IVS) and crafting targeted messaging for its rollout were pivotal in educating and engaging audiences, offering a competitive edge to both Vinted and the campaign.

The initial phase saw Disrupt partnering with four carefully selected influencers to generate content and garner support, gradually positioning Vinted Luxe as a premier destination for luxury fashion enthusiasts. As customer adoption grew and influencers recognised Vinted as a preferred platform for this purpose, the campaign expanded to include additional influencers throughout peak periods. Dynamic content on Instagram with a focus on stories linking directly to influencers' Vinted 'closets,' effectively drove engagement and conversions. This strategic approach not only showcased the influencers' luxury items but also highlighted the seamless integration of IVS, reinforcing Vinted’s dominance in the luxury resale market.

RESULTS

3.8M IMPRESSIONS
104K ORGANIC LINK CLICKS
40K NEW USERS
1.3K NEW LISTERS

Disrupt have been stellar in helping us develop our influencer marketing, mixing incredible knowledge of the industry with being the most friendly and smart people. There’s not much to dislike, to be honest; the team is just great to work with: responsive, solution-driven, strategically focused, and genuinely nice people!
Mathieu Couret - Senior Influencer Marketing Manager - Vinted