Launch and build consideration for Loopi — a new UK platform buying quality pre-loved clothing directly from the public and reselling it. Despite a strong model that removes the usual friction of selling online, the market is dominated by Vinted and Depop, with little awareness that an easier alternative exists. The task was to create a compelling narrative that would cut through, educate consumers and drive trial, primarily among sellers sitting on unworn clothing but put off by the hassle of resale platforms.
We positioned Loopi as the easiest way to turn wardrobes into cash especially at the toughest financial moment of the year. Using insight around the January pay-day gap, we reframed pre-loved selling as a simple side-hustle that could quickly boost bank balances. A research-led campaign explored the value of unworn clothing in UK wardrobes and the barriers stopping people from selling, creating a strong media hook and driving urgency. This culminated in the launch of ‘Side Hustle Saturday’ on 25 January, an owned annual moment encouraging the nation to sell their pre-loved and associate Loopi with a smart financial reset at the start of every year.
pieces of launch coverage
national newspapers
items sold on launch day
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