Posti Creating the Biggest National Secondhand Season
As one of the world’s most responsible logistics companies and the market leader in Finnish e-commerce logistics, Posti aims to promote the circular economy and encourage peer-to-peer trade in Finland. The goal is to create solutions for more sustainable consumption.
A Month of Sustainable Style
Finns are familiar with “Dry January” (Tipaton Tammikuu) and “Meatless October” (Lihaton Lokakuu). We decided to create a new commercial season alongside them: Secondhand September, which would encourage Finns to buy and sell only second-hand clothes for a month.
Everyone would win: e-commerce partners would see increased activity on their platforms, consumers would earn money from their old clothes, and the environment would benefit. Partners were sought from online marketplaces and brands that already have their own second-hand sales.
Launching a Designer Recycling Fashion Brand
Secondhand September was successfully launched with a PR campaign in which we created an entirely new fashion brand made from recycled clothing. The faces of the brand and the campaign were influencers Anna Puu and Benjamin Peltonen, both of whom designed their own collections.
The campaign continued throughout September with joint advertising efforts in paid and owned channels in collaboration with partners.
