Be Thrift Proud®.
Campaign Overview
Client: Savers / Value Village
Industry: Retail – Thrift Stores
Campaign Focus: Awareness, Engagement, Traffic, Conversions
Platforms: TikTok, Instagram, YouTube
Content Type: Thrift Hauls, DIY Flips, Styling Content
Savers partnered with The Shelf to reframe thrifting as a bold, style-savvy move—not a budget compromise. The goal: ditch the stigma, spotlight sustainability, and get younger shoppers hyped about secondhand. With content running in the U.S. and Canada, creators brought the vision to life through thrift flips, styling reels, and hauls that proved pre-loved pieces could absolutely serve looks.
Creative Concept
This campaign was designed to do more than celebrate thrift culture—it gave it main character energy. The creative leaned into what Gen Z already knows: fashion isn’t about price tags, it’s about self-expression. So we built a campaign around showing—not telling—what’s possible when your personal style meets secondhand gold.
Every piece of content was a flex. Thrift hauls that looked like fashion week recaps. DIY flips that turned pre-loved into “where’d you get that?” moments. The energy was confident, creative, and unbothered—just like the Savers shopper we were speaking to. No hard sell. No preachy messaging. Just cool people making smart choices and looking great doing it.
Goals & Target Audience
This campaign set out to do more than drive awareness—it aimed to rewire how people think about thrift. Savers wanted to attract a younger, style-conscious audience by showcasing thrifting as a smart, sustainable, and seriously stylish choice. The mission: break down the stigma, fuel discovery, and get people in stores and on the hunt.
Goals
-
Drive traffic to the store locator and in-store foot traffic
-
Position Savers as a go-to destination for style, sustainability, and creativity
-
Build a content library of thrift flips, styling ideas, and UGC hauls
-
Generate buzz across TikTok, Instagram, and YouTube with shareable, high-energy content
Target Audience
Style-savvy Gen Zers and younger Millennials who care about sustainability, love the thrill of a good find, and see fashion as a form of self-expression
Strategy & Creator Activation
To bring the vision to life, we partnered with creators who already knew how to thrift with swagger. These were the people who could walk into a store and walk out with a fit that looked straight off a runway—or a DIY transformation that belonged on the explore page. The strategy prioritized creators who embodied creativity and authenticity, and who could make secondhand feel like first choice.
Influencer Activation
-
15+ creators across TikTok, Instagram, and YouTube
-
Mix of thrift stylists, DIYers, sustainable lifestyle voices, and everyday fashion creators
-
Coverage across U.S. and Canadian markets
Content Strategy
-
POV thrift hauls, styling reels, and thrift flip tutorials
-
“Come with me to Savers” shopping experiences
-
High-impact content designed for both organic reach and paid amplification
Post Types
TikTok
Videos
In-Feed Posts
Stories
YouTube
Videos
The Big, Beautiful Highlights
Savers’ foray into influencer marketing wasn’t just a campaign — it was a rebrand in motion. Over the past two years, strategic influencer activations have become the engine behind the brand’s “Be Thrift Proud®” message — fusing sustainability, creativity, and style into content that doesn’t just resonate… it performs.
In 2024 alone, influencer-led content delivered 88.1 million impressions, reinforcing a visibility legacy that continues to surpass projections. But performance wasn’t limited to reach — this campaign consistently turned attention into action.
-
In 2023, Instagram and TikTok engagement rates climbed as high as 11%, fueled by high-impact cultural moments like Halloween and National Thrift Shop Day. These weren’t just seasonal spikes — they were tactical tentpoles that activated creators and communities.
-
Evergreen content sustained that momentum with engagement rates 83% above industry benchmarks, proving that thrift storytelling can drive performance year-round, not just during awareness pushes.
-
Creators generated more than 1,977 unique content assets, transforming everyday thrift hauls and DIY challenges into a scalable media library. One thrift flip alone delivered impressions 650% higher year-over-year, turning creativity into click-worthy results.
We didn’t stop at organic traction. A sophisticated allowlisting strategy enabled us to amplify top-performing posts through paid media — and it paid off:
-
CPMs were 33% more efficient than industry averages, with several campaigns outperforming even aggressive paid benchmarks.
-
Savers built a robust library of influencer-generated and user-generated content (IGC + UGC) that extended the campaign’s lifespan across multiple channels — from social to paid to email.
Savers didn’t just drive awareness — it shifted perception and behavior. By working with influencers who embodied the values of sustainability, individuality, and creativity, the campaign turned thrift content into conversion content, making secondhand not just smart… but stylish, modern, and massively shareable.
Influencer Highlights
Melissa T. of @threadobsessed
Melissa’s carousel content on Instagram didn’t just perform—it dominated. Achieving a jaw-dropping 60.06% engagement rate (14x the benchmark!), her posts celebrated the magic of thrift finds through dynamic storytelling and styling. Melissa’s ability to showcase thrifted pieces as must-haves turned her carousels into campaign gold, creating assets that Savers reused long after the campaign wrapped.
Melissa G. of @theglobalghanagirl
When it comes to Instagram Stories, Melissa G. reigned supreme. Her audience engagement soared to 274%, with content that blended homey charm and in-store exploration. Melissa’s “find-and-style” approach made Value Village feel both aspirational and accessible, resonating deeply with followers and proving that secondhand is always in style.
Beth of @bjonesstyle
Beth brought the “What I Thrifted vs. How I Styled It” concept to life with a relatable flair that resonated on Instagram Reels. Her top-performing posts reached over 111K impressions, landing above the 90th percentile for sponsored content. By styling thrifted treasures in chic, everyday looks, Beth turned sustainable shopping into an art form.
Some of Our Favorite Campaign Videos
To really put the icing on the cake, each influencer created polished step-by-step videos explaining their recipe in detail. These were great for brand repurposing goals!! (Not to mention, great for their followers too.)
Kara of @smallmuseum_
Kara’s Instagram Reels embodied the perfect mix of creativity and sustainability. With 30.2K impressions, her content invited followers into the world of thrifting and styling, showing how pre-loved fashion can feel fresh, exciting, and completely on-trend. Kara’s storytelling struck a chord with a generation embracing secondhand shopping.
Shavonne
Shavonne took the thrift flip trend to new heights, especially with her home decor content. Her creative vision turned overlooked items into stunning upcycled masterpieces, consistently driving engagement on Instagram. Shavonne’s ability to transform secondhand finds into enviable decor pieces made her a perfect fit for the Savers campaign.
Tanieka @thisborrowedhome
Tanieka Harris is a home decor enthusiast who brings warmth and creativity to her content. In the 2022 campaign, her engaging posts garnered 316,624 impressions and 34,860 engagements, highlighting her ability to connect with audiences through her unique style. Tanieka’s knack for transforming thrifted items into stylish home pieces made her a standout contributor to the campaign’s success.
Bold ideas. Cultural relevance. Data-first strategies.
At The Shelf, we create the blueprint that drives results for brands and inspires the industry. Ready to see what we can do for your brand?Let’s talk.
Schedule a Strategy Call
