124,053
Video Views
7,919
Accounts Engaged
148,326
Impressions
Channel Management
Content Creation
Influencer
The Brief
Developed during a role on Barnardo’s in-house team, this campaign focused on shifting how the charity was seen on the high street. The brief was to create a spring campaign that felt fresh, fun and fashion-forward, something that would resonate with Gen Z and position Barnardo’s as a go-to for affordable, sustainable style. It needed to land across organic social, influencer, and in-store, with a clear shift in tone and visibility.
Insights
Secondhand fashion had firmly entered the mainstream, especially for a generation drawn to individuality, conscious choices, and great style. Yet charity retail hadn’t always been part of that wider fashion conversation. The opportunity was to shift perception, bringing Barnardo’s into view as the number one pre-loved retailer to shop with for sustainable and affordable fashion.
The Idea
The campaign set out to reintroduce Barnardo’s as a leading name in secondhand fashion, especially for Gen Z and young millennials. The goal was to show that charity shopping could be just as bold, stylish, and expressive as buying new. Through strong visuals and fashion-forward influencers, we positioned Barnardo’s not just as a good choice, but the choice for quality, affordable fashion.
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Built as a social-first campaign, the creative leaned heavily into colour, confidence, and individuality, showing that secondhand pieces could hold just as much personality as the people wearing them. The work lived on Instagram but was later extended into in-store after the campaign’s visual direction gained traction internally.
Content Creation
Visually, the campaign broke with expectations. The styling was bold, the colours bright, and the framing more editorial than traditional retail. We focused on scroll-stopping, storytelling content. Reels and stills that gave the platform personality. The creative direction resonated so strongly that the marketing team later brought the visuals in-store, adapting campaign imagery for point of sale and windows.
Influencer
We worked with eight creators already immersed in the world of secondhand and vintage style. People with real credibility, not just reach. Their content felt personal, not performative, spotlighting why they shop secondhand.