Kijiji

Second Hand Van

Growing brand love and affinity with Vancouverites through shared values 

Kijiji is a market leader across most of Canada. However, the brand trailed behind in the province of British Columbia where residents tend to favour companies they view as less corporate. In a market that was resistant to traditional advertising approaches, Kijiji needed a way to generate brand loyalty and engagement.  

Roll Second Hand Van

Our solution was to create a documentary-style branded content series that takes viewers behind the scenes of Vancouver’s second-hand economy to meet the characters who make the scene tick.

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True content, lightly branded

Individual episodes were built around specific Kijiji buy and sell categories. Since our research revealed a strong anti-corporate bias, we inserted the brand into the action organically, making it part of the story.

Lights, Camera, Art Direction | Second-Hand Van | Kijiji Canada

Let it Ride | Second-Hand Van | Kijiji Canada

Surf’s Up | Second-Hand Van | Kijiji Canada

Vansformer | Second-Hand Van | Kijiji Canada

Lights, Camera, Art Direction | Second-Hand Van | Kijiji Canada

Let it Ride | Second-Hand Van | Kijiji Canada

Surf’s Up | Second-Hand Van | Kijiji Canada

Vansformer | Second-Hand Van | Kijiji Canada

Local targeting

A unique distribution strategy was created for the Vancouver market, which included extra content for Kijiji’s local social channels, PR partnerships with local publishers and influencers, plus highly targeted paid media to extend reach. All drove Vancouverites to watch the series on Kijiji’s content blog, Kijiji Central.

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Deliverables

  • Content Strategy
  • Video Production
  • Social Assets
  • Media Planning & Buying
  • PR & Distribution Strategy
  • Campaign optimization
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