How we partnered with Aussie creators deeply embedded in sustainable fashion culture to challenge outdated perceptions of op-shopping.
Not once, not twice, but five times.
Five times being Uniting Op Shops’ influencer marketing agency of choice, with this campaign marking Sticki’s fifth collaboration with the enterprise – continuing our long-standing partnership built around driving more foot traffic into stores across Victoria.
But to change action, you first need to change mindsets.
When it comes to thrifting and op-shopping, there are still some lingering misconceptions floating around. Slowly dwindling, but not uncommon enough yet.
Things like: “There’s nothing good there,” or “Everything’s old,” or “You can’t find anything on trend here.” – and naturally, we wanted to debunk them all.
But beyond simply showcasing great finds, this influencer campaign aimed to reposition op-shopping culturally. By partnering with creators already well-established in the sustainable fashion space, we tapped into audiences who genuinely value circular fashion, mindful consumption, and personal style. All while working to expand this demographic of shoppers too.
Across each piece of content, creators headed into their nearby Uniting Op Shop to uncover hidden gems, style second-hand looks, and show audiences what’s actually possible when you’ve got a keen eye and know a good place to thrift.
The result? Influencer content that made op-shopping feel aspirational, not transactional.
We leaned into authentic creator storytelling, platform-native formats, and personalities that audiences already trusted.
Each creator approached the brief differently – from “thrifting my Pinterest board” style inspiration, to speaking-to-camera behavioural call-outs around donating better pieces, to challenge-style outfit reveals designed to maximise watch time and entertainment value.
The common thread? Each influencer partnership made Uniting Op Shops feel culturally relevant, visually inspiring, and genuinely worth visiting.
More importantly, audiences responded exactly how we hoped they would.
Not just through engagement, shares, and saves – but through undeniably positive sentiment in the comments that reflected genuine intent to visit or donate a Uniting Op Shop soon.
It’s an unbeatable format. “Thrifting my Pinterest board” content will almost always win on social in the realm of fashion and lifestyle – especially when the creator genuinely lives and breathes the aesthetic they’re selling.
Allie’s credibility within the sustainable fashion space made the partnership feel instantly authentic, and according to all their comments, audiences agreed.
Something extra notable? The number of comments openly recognising Allie's content as an ad… Yet still loving and engaging positively with it.
In this day and age, audiences know and accept that they’re being advertised to – and now just want it to be entertaining, visually satisfying, and worth the watch.
Allie's video is also, quite simply, a beautiful piece of content. From her elite finds to impeccable editing, to a very cohesive personal aesthetic that matched everything Allie found at Uniting, this video made op-shopping feel aspirational rather than transactional, debunking myths and making you want to head over right now.
Sometimes the strongest content is the most honest content.
And in this one, Jasmine’s delivery style is a huge part of why this landed so well. Her whole “You’re not finding anything good because you’re not donating anything good” angle is equal parts funny, blunt, and genuinely insightful – making the content's messaging incredibly shareable, and exactly aligned with the point Uniting Op Shops wanted to make. It takes a strong creator to turn a behavioural call-out into content people actually engage with, but Jasmine nailed that balance perfectly.
Audiences connect with conviction, and there's something compelling about creators who confidently share opinions and beliefs on camera rather than sticking to safe, surface-level messaging.
And on our side, we know it was received well because of audience sentiment in the comments, and viewers' clearly-stated intent to go donate after watching. This was a message that carried weight, from a credible and trusted source.
With its high volume of saves and shares, people agreed with Jasmine's content. Meaning it's got a stamp of approval beyond our own at Sticki.
Challenge-style content and outfit reveals are basically social media catnip, and Josh’s video featured both. Delivered whilst letting his authentic personality shine through, Josh brought his friend (Tristan) along for the ride, and having two individuals great on camera bounce off each other? This video was bound to feel completely natural and entertaining.
And it was!
Pacing, anticipation, that whole “wait for the final fit” angle made this piece incredibly scroll-stopping, with a strong average watch time of ~13 seconds proving that audiences were genuinely sticking around for the pay-off.
Josh's finds at Uniting did a lot of heavy lifting too.
Timberlands, Nike Dunks, quality denim (etc.) – It’s the kind of haul that instantly changes people’s perception of what they think an op shop has on the racks. Everything from their tone of voice to the style of each outfit made Josh's content 100% native to platform, and perfectly tuned into their audience.
Just a genuinely fun watch from start to finish.
How three creators, four types of berries, and zero faces made the most scalable, evergreen content that everyone could relate to.