I first worked on this brief during my second internship at Berghs. Tradera ended up buying the idea, and a few months later I got to come back and help develop it into the actual campaign.
The challenge was simple: get more people to sell the things they no longer use. The demand was already there. The harder part was getting people to actually do it.
We landed on a familiar truth: new behaviours are easier to stick with when they become a routine, especially when there’s progress to follow and someone keeping you accountable.
So we created 16 Weeks of Sell, a social-first challenge designed to turn selling into a habit. Through weekly milestones, creator-led content and progress storytelling, we made clearing out your unused stuff feel less like a chore and more like something worth sticking with.
Beyond the creative concept, I was given responsibility for the social media side of the campaign, drawing on several years of experience working with social content and brand marketing.
Alongside developing the idea, I led the social strategy across influencer selection, creator budgeting, timeline planning and the overall launch approach.
I also took part in the creator execution myself, combining the strategic side of the campaign with hands on experience of creating content for the platforms it was built for.
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.
Reframing selling through the language of fitness, turning it into something to work towards week by week.