Vinnies NSW has launched the second iteration of its Got it at Vinnies retail campaign, with a skew towards male consumers.

The summer campaign will feature a mix of eight TikTok and Instagram creators promoting what they’ve bought at Vinnies. Creators include Sydney-based comedian Nick White, streetwear content creator Connor McWhinnie, and comedian, podcaster and creator Alright Hey.  

Offline marketing will include a light-medium out of home campaign targeted to Vinnies metro shops. Key locations include a site domination in Newtown, Parramatta and a larger site in Balmain.

Online promotion will include paid media across Meta and TikTok.

Throughout the campaign period, Vinnies shops across New South Wales will feature the Got it at Vinnies artwork. It will also include the sale of limited edition ‘Got it at Vinnies’ tote bags available in the five colours.

Vinnies will also be running a social competition, asking shoppers to share what they’ve bought at the second-hand retailer.

The first iteration was launched during winter, which Vinnies noted resonated with men, leading the social enterprise to continue its targeting of men in the summer campaign.

“After the huge success of our ‘Got it at Vinnies’ campaign, we’re thrilled to be running a second edition,” Vinnies NSW acting director of retail and logistics Virginia Boyd said. “We observed positive trends from our Winter campaign, compared to the same time the previous year.

“The main objective of the campaign is to show that there is something for everyone at Vinnies and ultimately drive people into shops. Investment and media for the ‘Got it at Vinnies’ campaign will be skewed towards our younger, next generation of Vinnies shopper and our current fashion shopper.”

Vinnies Shops have been operating for over 100 years. Sales from items sold in Vinnies Shops are used to fund services run by the St Vincent de Paul Society that support people experiencing hardship with food, clothing, household bills, crisis accommodation, healthcare, and educational programs.

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