What would be a cool way to make conversation around the virtual garage sale that is Gumtree in the lead up to summer and Christmas? Based on the audience insight around major growth in the vintage home decorator category, the Gumtree team, PR firm Edelman Australia and experiential/activation agency Chieftain Communications worked together recently to develop a clever conversation starter in the form of Gumtree Garden.
A pop-up bar created exclusively from quirky, cool, vintage pieces sourced from Gumtree was developed as a challenge for interior design firm Yellowtrace. In the 48 hour challenge, lead designer Dana Tomic Hughes and her team found some amazingly cute furniture and design pieces on the site and created a laneway bar in the Rocks, creating a showcase of the style possibilities Gumtree could provide.
Interior design and “nesting” trends continue to grow in popularity with the continued strength of programs like The Block, The Living Room and old favorites like Better Homes and Gardens. Home design, DIY and interiors blogs continue to grow to as an added non-traditional resource for prospective DIYers to find the inspiration for new home environments. Whilst many would consider the effort of finding good looking, functional pieces on Gumtree to be a tough task, the event showcased just how easy (and good looking) the results could be!
First discovering the event via social chatter, we later found the detail of times and location of the session in an open Facebook event. With key social influencers like James Breckney of DIY Rainbows and Mrs Woog from WoogsWorld checking in to the space pre-launch, the social amplification plans and buzz was strong from the bar’s first day on the social calender.
Why we liked it: Gumtree Garden is an fantastic example of PR storytelling that really effectively showcases the lifestyle benefits of the brand, making the online bric-a-brac site a space that can be a source for fashionable, creative and unique interior design. Brought to life through social and online channels and creating loads of online chatter with its target audience, not only did it make the pop-up bar a must-visit destination for the few days it was open, but it also transformed any assumptions around the sites listings as being trash to treasure.
The local design talent through Yellowtrace delivered the style expertise for the story, the on-brand celeb personality in the form of former Masterchef contestant Hayden Quinn strengthened its mass-media pull. The bar/bistro quickly became a foodie destination (also very on-trend!) with plenty of traditional and social media buzz and discussion in response. Well played Gumtree!
What do you like about the Gumtree Garden campaign? How does this sort of campaign make you think about the site differently?