Tradesy
At Tradesy, the challenge was to double GMV with limited brand recognition and trust. To solve this, I developed a full-funnel marketing strategy that reached potential customers multiple times, driving both brand awareness and purchases.
First I launched influencer campaigns featuring distinct personas, each speaking directly to a different audience segment.
Then, I leveraged Connected TV, paid social, and a mix of Google Shopping, Search and PMAX campaigns to maximize reach. I also increased brand awareness through YouTube videos and TikTok.
Developed a Connected TV commercial bringing Tradesy’s new tagline, “Get Fashion from people who get fashion,” to life. The spot highlighted a curated mix of fresh, on-trend styles to convey the excitement of discovering unique pieces.
This series of videos included a voiceover that positioned Tradesy as an authentic and trustworthy platform for luxury fashion. By showcasing a diverse range of models, we made high-end fashion more accessible to a broader audience. Featuring top brands like Chanel, Gucci, and Louis Vuitton, it positioned Tradesy as the go-to platform for buying, selling, and browsing luxury fashion.
For this series of videos, we leveraged data on top-selling items to spotlight key products and brands. Our research identified three main categories: Bags, Shoes, and Dresses. Here are examples of videos showcasing bags from leading brands with the highest inventory, including Chanel, Gucci, and Louis Vuitton.
Our data also revealed the overlap between the most desired brands and Tradesy’s available inventory. Based on these insights, we created videos focusing on individual brands. Here are two videos showcasing popular Chanel products, as well as Gucci items with abundant inventory, highlighting Tradesy’s commitment to offering sought-after luxury products.
This first set of influencer videos introduced carefully curated personas, each tailored to connect with a distinct audience segment. By showcasing models who authentically embodied the brand’s aesthetic, these videos reinforced Tradesy’s tagline—“Get fashion from people who get fashion”—and forged a more personal connection with viewers.
This second set of influencer videos featured Parsons School of Design student Olive Canty, appealing to younger viewers who love high fashion but don’t realize it can be affordable. Showcasing a $500 Tradesy haul, the content highlighted how anyone can access stylish, high-quality pieces without breaking the bank.
This third set of influencer videos featured “Get Ready With Me” content with Lina Noory, a fashion icon who curates outfits for resale and appeals to affluent socialites. Each video highlighted how a single Tradesy item could be styled in various ways, inspiring viewers to explore fresh, high-fashion looks for different occasions.
This fourth series showcased vintage fashion expert Gabrielle Jones, appealing to those who love discovering rare, timeless pieces. Through engaging storytelling, she highlighted Tradesy’s extensive selection of high-fashion vintage resale items and shared the unique history behind each garment, bringing a deeper appreciation for vintage style to the audience.
This final series of influencer videos showed how Tradesy and fashion fit seamlessly into everyday life. Featuring casual yet stylish looks, they proved that great style doesn’t have to be reserved for special occasions—it can effortlessly enhance your daily routine.