As Art Director at Hawthorne Advertising, I had the opportunity to work on ThredUp during a pivotal moment in their journey. Fresh off a rebrand, ThredUp sought to position themselves not just as a thrift store but as a premier secondhand e-commerce destination. Operating at the top of the marketing funnel, their main focus was on creating impactful broadcast ads to build brand awareness. Armed with a wealth of raw footage but no clear direction, they turned to our team to craft a compelling narrative that highlighted their value proposition.
We pitched three distinct concepts, and ThredUp chose two to move forward: New Looks and Score. The New Looks campaign showcased a side-by-side comparison of items found at popular retail stores at full price versus the same or similar items available on ThredUp for significantly less. This spotlighted their ability to deliver top-tier style for a fraction of the cost. Score, on the other hand, focused on the ease and simplicity of ThredUp, contrasting it with the time-consuming frustration often associated with traditional thrift shopping. Each concept emphasized a key message to allow for A/B testing and better insight into audience engagement.
Recognizing a gap in the available footage to fully tell these stories, we made a groundbreaking pivot. ThredUp had a strong YouTube following, so we pitched using influencer testimonials—not only a first for the brand but a first in advertising history to integrate content creators from social platforms into broadcast ads. This bold move allowed us to bring authentic voices into the campaign, leveraging influencers' trust and connection with their audiences to amplify ThredUp’s message.
Limited resources posed a challenge when it came to finalizing Score. The initial plan to use motion graphics for the opening lacked the personal touch this relatable story demanded. My copywriter/CD and I brainstormed and came up with a creative workaround: he filmed me shopping in a thrift store to showcase the universal frustration of searching for the perfect item. This no-budget pivot brought the concept to life, adding relatability and charm.
Both campaigns aired successfully, exceeding ROI goals and solidifying ThredUp’s position in the secondhand market. The innovation of using influencer testimonials in broadcast opened new creative avenues and set a precedent in advertising. Building on this momentum, we developed additional hit spots like Super Thrift, further expanding ThredUp’s reach across broadcast and digital platforms. This campaign exemplifies how creativity and strategic risk-taking can deliver exceptional results.
Agency Art Director on thredUP
Actress in Score • thredUP