Vinnies Gift Good — A pre-loved Christmas

Keeping the work moving

I booked freelancers, worked with our producers on costing and coordinated internal bookings with the PR team. The resourcing and bookings across those teams ran through me.

The research

A national survey gave us a clear picture of Christmas gifting:

• Three in four Australians found Christmas shopping to be stressful. Due to costs and social pressure.
• 67% received at least one unwanted gift each year.
• 89% were open to receiving a pre-loved present.

People were feeling the pressure, but they were also open to doing things differently.

The scale

We launched with a flagship pop-up in Fitzroy, then rolled Gift Good out across 120 stores.

Each store received 2,000 gift tags and four in-store assets. Across the network, that meant 240,000 tags and 480 in-store asset placements, supported by social, influencer and PR activity throughout the Christmas shopping period.

The Christmas Vault Card also encouraged repeat visits: spend $40 in store and unlock $54 in credit for a later shop.

The results

Across Victoria, Vinnies recorded:

• 400,000+ customers served

• 14.2 million total reach

• 7,000 new VIP Rewards members

• 6% sales growth versus the same period the previous year

• 4% increase in average customer spend

• 2 million items sold

Awards

At the 2026 Golden Target Awards:

• Gold — Experiential or Activation Campaign

• Silver — Integrated Marketing and Communication Campaign

The earned coverage

Gift Good appeared across ABC News, Today, Sunrise, WIN News, news.com.au, the Australian Financial Review, The Sydney Morning Herald, the Herald Sun, Daily Mail and Concrete Playground.

Coming back for more

Vinnies recommissioned the campaign for Christmas 2026, extending it into other states across the country. A bigger footprint for the work, a growing client relationship, and another Christmas of Gift Good for Keep Left.