2022

NYX Marketing & Communication Awards (Marcom) Grand Winner Winner

Mercari Pre-Loved POP-UP

Entrant Company

HERO Marketing

Category

Strategic Campaign - Special Event

Client's Name

Mercari

Country / Region

United States

Experience Level

Agency

INTRODUCING THE ONLY STORE IN THE MALL THAT PAYS YOU.

The circular economy exploded with the rise of COVID-19, and Mercari was facing challenges from competitor P2P selling apps. They needed to increase brand awareness and drive new sellers onto their platform. HERO Marketing was asked to solve this challenge by devising an innovative way to bring the app to life and showcasing how easy it makes buying and selling online.

HERO conceived, produced, marketed, and launched Mercari’s first-ever US brick-and-mortar location in San Francisco in just five weeks. And, instead of the traditional use of marketing dollars to acquire customers, Mercari put its funds to work by purchasing pre-loved items from store visitors right on the spot—exemplifying how easy it is to sell with Mercari.

The Pre-Loved POP-UP also offered digestible experiential zones that fused science museum educational tactics with the clean presentation of an art gallery. Attendees learned about Mercari’s value prop and mission. Plus, when they sold something to Mercari in the store, they could snap a pic of themselves in front of a playful backdrop—giving them a fun way to celebrate the money they made while sharing their experience on their favorite social platforms.

Promotional marketing for the experience included Instagram videos ads, in-mall jumbotron advertising, targeted direct mail, and a landing page with appointment booking functionality. And there was clearly demand, as the campaign’s landing page converted 14% of all traffic into appointment bookings, and many of the appointment windows filled up in advance of the grand opening. Final numbers aren’t yet available as the promotion is still ongoing. However, the pop-up has done so well that Mercari is considering additional live experiences for LA and Portland.

Credits

Founder & Chief Creative Officer
Richard Bumgarner
COO
Kim Johnson
Art Director
Lauren Burnett
Director of Client Strategy
Alex Van Wagner
Client Strategy Manager
Chris Hampton
Client Strategist
Channing Law
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