When a leading electronic brand approached us with the goal of building brand awareness among users aged 25–54 in major Polish cities and western regions, we knew we wanted to explore a channel that wasn’t already saturated.
That led us to Vinted.
Known for fashion and lifestyle content, it wasn’t the obvious choice. But that’s exactly why it presented an opportunity: an audience actively browsing content, open to discovery, and rarely targeted by tech campaigns.
Challenge: visibility without interruption
Running an awareness campaign on Vinted came with a very specific challenge:
how to get noticed in a space where the available ad formats are small, subtle, and designed not to interrupt the browsing experience.
With no full-page takeovers or eye-catching rich media, the campaign had to rely purely on:
- the relevance of the message,
- strength of the creative,
- and how naturally the ads fit into Vinted’s visual flow.
We didn’t set performance KPIs, this was never meant to be a conversion-driven activation.
But as the campaign progressed, we started to see user behaviour that went far beyond typical awareness expectations, and that’s what made this case interesting.
Strategy: creativity meets data
Creative approach
We built four creative mixes. Each one tested a different combination of visuals and message angles. The goal was simple. Understand what captures attention in an environment driven by browsing, not by active searching.
Our approach focused on:
- Visually appealing designs aligned with Vinted’s aesthetic.
- Clear messaging highlighting the tech key benefits.
- Interactive elements, such as subtle animations, to encourage clicks and deeper engagement.
Real-time optimization
Even though this wasn’t a performance campaign, we closely monitored:
- CTR trends,
- creative performance,
- user flow on the landing page.
This allowed us to quickly shift spend toward the best-performing banners and maintain consistently strong visibility throughout the campaign.
Results: awareness campaign performing like conversion
This is where things got interesting.
Even though the campaign was never intended to drive deep engagement, the post-click behavior looked surprisingly similar to performance campaigns:
- High-quality post-click traffic, with users spending 30+ seconds on site, scrolling through content and actively interacting with key elements.
- CTR maintained within the 2–3% target range, despite limitations in format and placement.
- Engagement levels were comparable to results typically seen in conversion campaigns.
The activity showed that awareness can deliver measurable business impact when the environment is right and the message fits the user mindset.
Want to explore a similar approach for your brand?
Explore non-obvious media opportunities to build brand engagement without interrupting users — reach out today.
