Vinted Unlocked

I led the creative strategy and campaign direction for Vinted’s electronics category launch across Europe, designing a social-first experience on Twitch that blended gaming, community participation, and sustainable commerce.

Vinted wanted to expand its electronics offering and engage younger audiences across Europe, but needed a way to stand out on Twitch, a platform where audiences are highly participatory and expect entertainment, not traditional advertising.

Twitch communities thrive on collaboration, interactivity, and shared moments. By turning passive viewers into active participants, Vinted could showcase its products while creating a meaningful, socially responsible experience.

We partnered with eight streamers from France, Italy, and the UK to host interactive treasure hunts featuring three collaborative mini-games. Viewers worked together in real time to unlock hidden electronics listings, blending entertainment with Vinted’s sustainable commerce messaging. The activation reinforced Vinted’s social responsibility, with all proceeds supporting charitable causes.

The campaign successfully highlighted Vinted’s expanded product range while driving community engagement and cultural relevance on Twitch. By putting participation and social purpose at the centre, Vinted positioned itself as a playful, socially conscious brand in front of highly engaged European audiences.

Six months later, Vinted returned for a second Twitch activation to build on the success of the initial campaign. We produced three live shows that gave streamer communities the chance to unlock exclusive content and nostalgic memories hidden in the talent’s old electronics. Viewers voted in real time to reveal photos, playlists, and game saves, while participating in mini-games to uncover the backstories behind each item. Influencers guided their communities through listing these products on Vinted, demonstrating the platform’s ease of use while naturally highlighting its benefits. This follow-up campaign deepened audience engagement by connecting authentically with Twitch communities, while reinforcing Vinted’s value and commitment to sustainable commerce.