Helping Ziffit reach their target audience persona.
Helping Ziffit reach their target audience persona.
Ziffit is a free app and website to sell unwanted books, CDs, DVDs, Blu-rays and games for cash. Up to half-a-million items a month have been sold on the site since it launched in October 2013, making it one of the largest trade in sites in the UK.
Our brief was to ‘find Carol’, Ziffit’s target audience persona, by creating news-led, research-based campaigns that appeal to the persona purchase motivators.
Between September 2016 to March 2017, we delivered three multi-channel campaigns that were linked to key dates, including Christmas and International Women’s Day. The campaigns were based around the two main narratives of saving money and decluttering.
During this six month period, we achieved 86 brand mentions in top tier national and consumer media, including Femail (Daily Mail), The Daily Telegraph, House Beautiful and BBC regional radio.
“This is fantastic. None of our competitors are mentioned. We have a link to our site. Awesome. I have tears.”
Paul Treanor, Ziffit.com