Donate Better.
A 2024 social-first push for the Uber × Red Cross Clothing Drive, fronted by Selling Sunset's Chrishell Stause, designed to make donating beat selling.
According to the Australia Institute, Aussies are the biggest global clothing-tossers, with 6,000kg of textiles hitting landfill every 10 minutes. Most of us mean to donate, but don't, and of what gets donated, only a fraction is good enough to be resold. For the Australian Red Cross, and for Uber's annual Clothing Drive partnership, the brief was to drive higher volume AND higher quality of donations on the day.
Selling stuff feels good, but donating feels better. The audience we needed to reach wasn't being persuaded by ad-shaped ads. They were being out-shouted by a flood of fashion content, so the campaign had to look more like the feed it was fighting for, and less like advertising about it.
Chrishell Stause, Selling Sunset star and partner to Aussie muso G-Flip, called on Australians to donate better, by donating iconic Selling Sunset looks from her own wardrobe. Together we built a social-first campaign that mimicked the tropes of reality TV and trending video formats. Each asset was built on a social truth, viral video, or recognisable trope, designed to be unskippable, and to land donating, not selling, as the better choice for quality clothes.
83,417kg of clothing collected in one day. Saleable yield up to 45%, a 19% lift on 2023, and more than 4× the industry average of 11%. 30M views on the Chrishell hero post (3.93% engagement). 7.1M views from Chrishell's 25 additional unprompted IG stories. 98% positive sentiment across influencer content. 6.4-point lift in Brand Favourability on TikTok. 70% increase in CTR on Meta vs prior. 24% improvement in TikTok VTR. 20M views on 78 editorial social posts. 892 editorial hits (78% above KPI), the most PR coverage in the history of the partnership.
