Social Change Campaign for Good
To present the new World’s Biggest Garage Sale, Pixel Palace envisioned a campaign which would draw more people to the brand in a way that promoted responsible consumerism, a key brand tenet. With Christmas right around the corner, it made sense to use this campaign to encourage sustainability at a time when most people struggle with excess waste. Based on data showing that over 20 million gifts are unwanted by their recipients each year in Australia alone, buying one secondhand item instead of new was an achievable initiative that would save goods from landfill or laying in homes dormant for years to come.
Hence, the #OneSecond campaign was born. The hashtag provided a dual meaning: (1) take #onesecond to evaluate your Christmas shopping habits and sign the pledge and (2) source one secondhand gift. The campaign not only drew hundreds of new values-aligned individuals to the brand, but it also collected them as leads through the pledge initiative. While the campaign encouraged sourcing secondhand gifts from a variety of vendors, we were also able to give participants a direct line to purchase their secondhand item through the WBGS Shop page, which lead to improving sales, leads, and brand awareness for this deserving social enterprise. Quarter on quarter, the shop performance increased by a whopping 1,683%.