Second-hand marketplace Vinted is taking an innovative approach to data storytelling with its new Re~invinted campaign, revealing behavioral patterns among its community of buyers and sellers. Based on data collected between December 2023 and December 2024, the brand maps out 32 distinct personas found among the millions of users of its pre-loved fashion platform, from savvy 'Negotiators' to nostalgia-seeking 'Retroholics.'
Re~invinted transforms previously undisclosed platform data into engaging insights, such as the peak hours for price negotiations (6 pm to 9 pm) and the fact that 19% of all transactions begin with a direct message. At the heart of the campaign is an interactive quiz that matches visitors with their pre-loved personalities, along with relevant data points. Underscoring those diverse motivations and buying habits challenges traditional perceptions of who uses second-hand platforms, and how. Re~invinted is rolling out across four European markets.
