Bachelorette star Lily McManus has partnered with Trade Me to equip Kiwi singles with everything they need via a curated range of ‘Break Up Starter Packs’ that encourage Kiwi to get over the ex and embrace the new.
“I reckon the best way to get over someone is to get under something new. So I’ve partnered with the legends at Trade Me to put together four Break Up Starter Packs that literally have everything you need to say goodbye to the dreaded ex and look toward a happy, and healthy future,” said McManus.
Developed by Special PR, each of the Break Up Starter Packs is based on four common post-break-up rituals and are filled goods from Trade Me, curated to empower Kiwi to deal with their changing life situation.
The Break Up Starter Packs campaign was developed by Special PR to drive awareness and consideration of Trade Me as a source for browsing and purchasing new goods.
The campaign comes off the back of Trade Me’s latest ‘In With The New’ brand platform and following the success of ‘Everyday Runway’, also executed by Special PR. It combines content creation, strategic influencer marketing and media relations.
The idea is based on insights from new research commissioned by Trade Me that showed that nearly half (42%) of the population, aged between 20 and 40, has been through a break up in the past three years – prompting 53% of people to buy new tech, 50% to buy new homewares and 48% to buy new furniture.
The research also found that 70% of Kiwi began working out and eating healthier to help them move on from a past relationship and one in two of (45%) embraced newfound singledom to focus on self-pleasure.
The four Break Up Starter Packs based on some of these behaviours are are:
- It’ll Work Out: An option for fitness fanatics that will have you feeling good on the inside and out, one rep at a time, with handy home gym equipment and fitspo must-haves like a FitBit and dumbbells
- Max Relax: Packed with everything you need to enjoy your own company and chill out at home without judgement – whether that’s a cosy pair of Crocs or a brand-new gaming headset
- Good Vibes Only: Embraces sex positivity and takes a cheeky R18 approach with a Starter Pack full of naughty treats to bring you good vibrations in more ways than one
- Moving On: Showcasing a range of brand-new furniture and homewares, like a Samsung Smart TV and crispy, fresh linens to help you move on and build an even better nest
The campaign launched on 30 May with video content across Lily McManus’ and Trade Me’s socials, which was amplified by media agency MBM. Four influencers who closely aligned with each of the break up rituals also created and shared content, and the campaign gained widespread media coverage.
“When we briefed the team at Special PR, we knew they’d respond with a creative approach that closely aligned with our strategy and wider brand platform ‘In With The New’. The Break Up Starter Packs is a brilliant concept that allowed us to relate to so many consumers, partner with an ambassador who could be the face of the campaign, and broaden our reach with influencers and targeted media relations,” said Trade Me’s Brand, Marketing and Communications Director, Sally Feinson.
Natasha D’Souza, Senior PR Director at Special PR added, “We’re big fans of Trade Me’s In With The New brand platform around here, so naturally we had a lot of fun delivering this idea and generating awareness around Trade Me’s incredible new goods offering.
“We’re grateful to the team for believing in our strategic creativity and we’re already looking forward to working on the next campaign with them.”
Client: Trade Me
Brand, Marketing and Communications Director: Sally Feinson
Senior Marketing Managers: Sarah O’Leary, Nicola Owen and Tina Narsey
Marketing Managers: Nik Pearson, Julie Mayer and Jordan Legros
Senior Communications Manager: Millie Silvester
PR Agency: Special PR
Media Agency: MBM
Content & Photography: RadLab