Tradera came to us with a clear challenge: get more people to start selling the things they no longer use. While the demand already exists, the real barrier was turning intention into action.
And we found out that: people are far more likely to follow through on a new behaviour when it becomes part of a routine — especially when there is progress to track and someone holding them accountable. So...
Our solution was 16 Weeks of Sell, a social-first campaign concept designed to help people build a routine around selling their unused items. By reframing the behaviour as a familiar challenge format, and using creator-led weekly milestones and progress storytelling, we made selling feel more motivating, trackable and easy to stick with over time.
Beyond the creative concep my role in this project extended beyond the creative concept itself, spanning both social strategy and execution.
Alongside developing the idea, I worked across influencer selection, creator budgeting, timeline planning and shaping the social-first launch strategy for the campaign.
I also took part in the creator execution myself, bringing hands-on insight into both the strategic and content side of the work.
To strengthen the concept in a culturally relevant moment, we extended the campaign into gym placements timed for the post–New Year period — when routines, challenges and self-improvement are top of mind.
Som allt annat kan även sälja saker bli en vana – en vana med lite extra hårda förutsättningar.