The Second-Hand Gift of the Year
Myrorna
With `The Second-Hand Gift of the Year´, Myrorna challenges common misconceptions about second-hand in general, about giving and receiving pre-loved items, and playfully questions the deeply ingrained traditions surrounding consumption and gift-giving. A simple yet obvious idea that puts Myrorna and sustainability in focus ahead of the Christmas shopping season. Nominated for Spinn, Sweden’s largest PR award.
Challange
Manifest PR has supported Myrorna for several years on matters relating to PR and communications. In 2022, Myrorna approached us with the recurring challenge they face every Christmas: a season defined by overconsumption, unsustainable habits and a strong focus on buying new. How can we get more people to think in terms of second-hand Christmas gifts?
The aim of the campaign was to generate visibility for Myrorna in both traditional and social media, while also increasing sales and encouraging visits to Myrorna’s shops. Since the campaign revolved around a recurring consumption period, another objective was to establish a recurring media initiative that would place the issue on the agenda ahead of each Christmas season.
Solution
To reach a wide audience, we chose to take a new approach to an already established concept – Christmas Gift of the Year, which has been selected by Svensk Handel since 1988. However, instead of basing the selection on overall consumer trends, we invited the Swedish public to choose the gift themselves, drawing on a survey measuring attitudes towards buying second-hand at Christmas. A simple yet obvious idea. The Second-Hand Gift of the Year was born!
Results
The Christmas Gift of the Year-campaign received massive media coverage,with a total reach of 9.5 million.
During the autumn and winter of 2022, The Second-Hand Gift of the Year was mentioned in an estimated 250 media clips across print media, online, radio, and television. Coverage in the media highlighted different aspects of the campaign: some focused on the selected second-hand gift of the year (a painting) and offered tips on art purchases, while others reported on the findings from the report and survey. More in-depth reports on second-hand- and Christmas shopping were also produced, and an interview with Myrornas’ CEO was published in DN and ETC, among others.
The campaign also generated strong sales figures in Myrorna’s stores.
Sales of the voted-for Christmas gift, the painting, increased by an average of 32 per cent, while the value of painting sales in physical stores during 2022 rose by 75 per cent compared with 2021.
The goal of making the Second Hand Christmas Gift of the Year a recurring tradition has undoubtedly been achieved!
The 2023 Christmas gift, the vinyl record, received widespread attention, with many publications not only highlighting this year’s gift but also referencing the painting from the previous year.
Results
The Christmas Gift of the Year-campaign received massive media coverage, with a total reach of 9.5 million.
During the autumn and winter of 2022, The Second-Hand Gift of the Year was mentioned in an estimated 250 media clips across print media, online, radio, and television. Coverage in the media highlighted different aspects of the campaign: some focused on the selected second-hand gift of the year (a painting) and offered tips on art purchases, while others reported on the findings from the report and survey. More in-depth reports on second-hand- and Christmas shopping were also produced, and an interview with Myrornas’ CEO was published in DN and ETC, among others.
The campaign also generated strong sales figures in Myrorna’s stores.
Sales of the voted-for Christmas gift, the painting, increased by an average of 32 per cent, while the value of painting sales in physical stores during 2022 rose by 75 per cent compared with 2021.
The goal of making the Second Hand Christmas Gift of the Year a recurring tradition has undoubtedly been achieved!
The 2023 Christmas gift, the vinyl record, received widespread attention, with many publications not only highlighting this year’s gift but also referencing the painting from the previous year.
Key insights from the project:
- The best results come when idea, strategy, and implementation go hand in hand, and when the PR perspective is included as early as possible in the process.
- Timing is key! The launch took place as early as November, before HUI announced the Christmas Gift of the Year, generating extra debate around sustainable consumption ahead of Christmas.
- The combination of survey and launch added credibility and made it possible to build on new insights and themes each year. The multi-step approach also created several opportunities to engage the media – resulting in greater overall reach!
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