MERCATINO USATO

Mercatino is Italy's largest second-hand retail chain, with stores across the country. To reach a younger audience and reposition pre-owned shopping as a smart, trend-forward choice, Mercatino turned to HMBLE and its creator network.

HMBLE conceived the "Mercatino Hunt": a Christmas treasure hunt in which 9 creators selected personal items live with their fans, signed them and had them placed at random in Mercatino stores across Italy. From December 20th the hunt was on.

The campaign leveraged a combined creator fanbase of 11.5 million followers and generated over 10 million views, turning Mercatino stores into a destination for thousands of young fans.