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Signed Finds – how social can drive retail and charity engagement

Moby gets behind Vinnies Signed Finds

Moby gets behind Vinnies Signed Finds

 

Signed Finds is a new social media marketing initiative for Vinnies, a.k.a St Vincent de Paul. The premise is simple: get Australian and international musicians and bands to sign and donate their t-shirts, with a photo of said musician holding up the signed tee. Then the t-shirts get hidden in a Vinnies retail store, the fans and followers of Signed Finds get issued clues as to where to find the t-shirts and then the race is on.

The intent is to drive people into Vinnies stores, to find the top selling musicians t-shirts, but also to look around and discover the other hidden gems hiding in the clothing racks. It’s reinventing the Op Shop (Opportunity Shop) to a new generation who have grown up  selling their unwanted goods on eBay, rather than donating to the local Vinnies. These are also a generation who are more likely to be into new clothes and accessories, rather than the “pre-loved” and vintage finds. Either way, it’s putting Vinnies onto the map as a retail destination for unique items, and what better way of doing it, than through money-can’t-buy autographed musicians t-shirts.

The campaign launches on Monday 5th December 2011 in New South Wales, the suburbs of Sydney and then also towns around the state. I’ll report back on how its going, as its a labour of love from the GPY&R Sydney creative team & the brainchild of one of my colleagues Luke Simkins, who has put in so much time and love into the project chasing the musicians and managers to get the t-shirts – he’s managed to get some of the best up and coming as well as supremely established artists, including Moby, Missy Higgins, The Living End, Sneaky Sound System and recent ARIA award winners Gotye and Boy & Bear

The artists themselves have been helping drive the organic growth of the Signed Finds community in Facebook, by tweeting and mentioning Signed Finds, many of their individual fans have jumped on board. Hope you do too!

Fans are being driven by the musicians taking part

Fans are being driven by the musicians taking part

Missy Higgins tweets about Signed Finds

Missy Higgins tweets about Signed Finds