Trade Me and Bachelorette star launch ‘Break Up Starter Packs’ via Special PR

Bachelorette star Lily McManus, having experienced her fair share of heartbreak, is now inspiring Kiwis to move on from their past relationships with curated ‘Break Up Starter Packs’ thanks to a partnership with Trade Me.

“I reckon the best way to get over someone is to get under something new. So I’ve partnered with the legends at Trade Me to put together four Break Up Starter Packs that literally have everything you need to say goodbye to the dreaded ex and look toward a happy, and healthy future,” says McManus.

Each of the Break Up Starter Packs are based on four common post-break up rituals and are filled to the brim with new goods from Trade Me, curated to empower Kiwi to deal with their changing life situation.

The Break Up Starter Packs campaign was developed by Special PR to drive awareness and consideration of Trade Me as a source for browsing and purchasing new goods. 

The campaign comes off the back of Trade Me’s latest ‘In With The New’ brand platform and following the success of ‘Everyday Runway’, also executed by Special PR. It combines content creation, strategic influencer marketing and media relations.

The idea was cemented in insights from new research commissioned by Trade Me that showed that nearly half (42 percent) of the population, aged between 20 and 40, has been through a break up in the past three years – prompting 53 percent of people to buy new tech, 50 percent to buy new homewares and 48 percent to buy new furniture.

The research also found that 70 percent of Kiwi began working out and eating healthier to help them move on from a past relationship and one in two of (45 percent) embraced newfound singledom to focus on self-pleasure. 

The four Break Up Starter Packs based on some of these behaviours are: 

• It’ll Work Out: An option for fitness fanatics that will have you feeling good on the inside and out, one rep at a time, with handy home gym equipment and fitspo must-haves like a FitBit and dumbbells
• Max Relax: Packed with everything you need to enjoy your own company and chill out at home without judgement – whether that’s a cosy pair of Crocs or a brand-new gaming headset
• Good Vibes Only: Embraces sex positivity and takes a cheeky R18 approach with a Starter Pack full of naughty treats to bring you good vibrations in more ways than one
• Moving On: Showcasing a range of brand-new furniture and homewares, like a Samsung Smart TV and crispy, fresh linens to help you move on and build an even better nest

The campaign launched on 30 May with video content across Lily McManus’ and Trade Me’s socials, which was amplified by media agency MBM. Four influencers who closely aligned with each of the break up rituals also created and shared content, and the campaign gained widespread media coverage.

Trade Me’s Brand, Marketing and Communications Director, Sally Feinson, said the ideation and delivery of the campaign has been a huge success.

“When we briefed the team at Special PR, we knew they’d respond with a creative approach that closely aligned with our strategy and wider brand platform ‘In With The New’. The Break Up Starter Packs is a brilliant concept that allowed us to relate to so many consumers, partner with an ambassador who could be the face of the campaign, and broaden our reach with influencers and targeted media relations.

“It’s great to work with an agency partner that really understands our brand and can offer creative counsel, and delivery across a range of our business needs,” adds Feinson.

Natasha D’Souza, Senior PR Director at Special PR says: “We’re big fans of Trade Me’s In With The New brand platform around here, so naturally we had a lot of fun delivering this idea and generating awareness around Trade Me’s incredible new goods offering.  

“We’re grateful to the team for believing in our strategic creativity and we’re already looking forward to working on the next campaign with them.”

The Break Up Starter Packs are still available for bidding on Trade Me, with all proceeds going to Kindness Store.

Credits

Client: Trade Me

Brand, Marketing and Communications Director: Sally Feinson

Senior Marketing Managers: Sarah O’Leary and Tina Narsey

Marketing Managers: Nik Pearson

Senior Communications Manager: Millie Silvester

Senior Social Media Manager: Angela Monaghan

PR Agency: Special PR

Media Agency: MBM

Content & Photography: RadLab

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