How Vinted maximized its Scrapworld presence with a vox-pop ...
Winning The Drum Awards for Content in the Fashion and Beauty category was Vinted with a campaign created by Screenshot Agency. Here is the award-winning case study.
How Vinted maximized its Scrapworld presence with a vox-pop video series
For Vinted’s first showcase at Scrapworld, one of Europe’s biggest streetwear expos, taking place in Madrid, our client knew they wanted to create a robust on-location content strategy that will allow them to extend their presence at the event further and tap into the streetwear communities across social media. Recognizing the challenge of authentically entering these specific communities—a niche yet influential space with highly engaged audiences—we developed a content strategy that leveraged Vinted's presence at Scrapworld as a catalyst for brand conversations.
For this Vinted tasked Screenshot Agency with creating a series of short-form videos, using nano creators from our existing creator program which our agency also runs for the client, and tapping into relevant and potentially viral trends and formats.
The solution: utilize the branded Vinted space at Scrapworld to create a vox pop series with two creators, who asked attendees questions that are entertaining, and educational and that bring the Vinted mission to the core of what personal style means to them.
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Through social listening, we identified that vox pops engaging in streetwear had a high engagement rate across both Instagram and TikTok and knew we needed to jump on this content format trend. Both the creators asked questions such as: “How much of your outfit is second-hand?” and “On a scale of 1 to 10, how much has Vinted helped you change your style?” which Screenshot had prepared together with our strategy and creative teams.
We adopted a full-funnel strategic approach, believing that it does not end with a post – it starts with it. The content was distributed across various channels. This approach was designed to maximise reach and impact, from initial engagement to sustained brand recall. This comprehensive full-funnel strategy ensured that the conversations initiated at Scrapworld continued to resonate and drive brand recall long after the event concluded.
The results were far beyond our set KPIs and targets. The assets used across our client’s paid channels achieved outstanding results across Standard Ad Recall, Attribute Rating and Affinity.
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