Uber x Red Cross Clothing Drive 2024
MY ROLE
Strategic Development
Communications Planning
Campaign Planning
THE PROBLEM
According to the Australia Institute, Aussies are the biggest global clothing tossers - with 6000kg of textiles hitting landfills every 10 minutes.
While we all have good intentions to donate, many never get around to it. Of the clothes we donate, many don’t make the cut to be resold.
To help solve this, Uber has supported the Australian Red Cross for four years via the annual Uber x Red Cross Clothing Drive (RCCD). For one day, you can book a free Uber Package pick up to collect your clothes for donation.
The Australian Red Cross faces a further challenge: like many charities, only a small percentage of clothing donated can be resold. The RCCD consistently delivers the highest yield of quality donations for Red Cross each year helping stock the stores and fund Red Cross initiatives all year round. Quality donations are becoming increasingly crucial to ease charity resources.
WHAT WE DID
Selling stuff feels good. But donating feels better.
Chrishell Stause, star of Netflix’s ‘Selling Sunset’ and partner to Aussie muso, G-Flip, is an expert in selling. But having been brought up in an underprivileged household that relied on charities like the Red Cross, there’s one thing she’d never sell: her high-quality, high-fashion, pre-loved clothes.
Chrishell called on Aussies to donate better by donating iconic Selling Sunset looks from her wardrobe, and together, we developed a social campaign that made donating the better choice. Each asset built on a social truth, trending viral video, or recognisable trope from reality TV to create unskippable content that made donating, not selling, the better option for quality clothes.
HOW IT PERFORMED
Did we get Aussies to Donate Better?
We sure did.
In just one day, we received 83,417kgs of clothing.
The saleable quality yield of donations was 45%, a 19% increase on the 2023 campaign, and more than 4 times the industry average of 11%.
This was achieved through our social-first campaign centred around conversation driving assets. We knew that anything that felt too “ad-y” would be lost in the flood of fashion content. This approach started with talent choice, and partnering with an endlessly-memed talent, Chrishell, from an endlessly-memed show, Selling Sunset.
By mimicking the tropes of reality TV in our hero video, we created content that went far beyond Chrishell’s existing audience. We became a part of the cultural conversation in the weeks leading up to our campaign, harnessing two incredibly engaged communities - reality TV fanatics and fashion-forward Australians. Both of these communities had significant crossover with our target audience, the Australian Donator.
We also smashed the classic measures of success for social campaigns:
30 million views on our collab post with Chrishell, with an engagement rate of 3.93%
7.1m views from the 25 additional IG stories Chrishell posted because she was truly connected to the purpose and creative concept of the campaign.
98% positive sentiment across all influencer content.
A 6.4 point uplift in Brand Favourability, according to our Brand Lift Study on TikTok
An 70% increase in Click Through Rate on Meta compared to 2024 on our paid campaign
A 24% improvement in View Through Rate on TikTok
20 million views on 78 editorial social posts from key media
Beyond social, our publicity campaign that leveraged our social assets (and the community response), we organised a media tour with Chrishell in Australia at launch, driving 892 Australian editorial hits - 78% above our KPI, and the most PR coverage in the history of the partnership with the Australian Red Cross.
With this 2024 Uber x Red Cross campaign, we showed that embracing social can truly change behaviours - if you give it a chance. Perhaps most importantly, we helped more Australians toss less than ever before. And what’s not to love about that.
LIVE LINKS, IF YOU’RE INTO THAT