Where PR meets thrifting: A case study of Value Village and The Salvation Army

As a 25-year-old who follows a lot of sustainability influencers on Instagram, I naturally view things through that lens. Even in PR and marketing, I’m drawn to initiatives that emphasize a deep commitment to the planet. In a world where greenwashing and misleading claims of ethical practices are rampant, finding ways to live sustainably can be challenging. After much trial and error in my quest for ethical living, I’ve discovered that one effective—and stylish—way to do so is by shopping at thrift stores.

The one thing that thrifting lacks compared to these big fashion names in terms of PR, marketing and advertising? You guessed it: the “M” word that drives the industry. While high-profile, celebrity-driven fast fashion and luxury brands can afford flashy marketing campaigns like fashion weeks and grand store openings, thrifting has won over many Gen Z and millennials in an era that celebrates self-love and authenticity. 

Despite the budget problems, some organizations have successfully built brand awareness and driven change. By harnessing the power of social media and influencer marketing, companies like Value Village and The Salvation Army have shown that creativity often outshines budget constraints. Their success also stems from genuinely understanding their target audiences and avoiding the misconception that they can be easily misled. 

First, let’s talk about the campaign that worked. Value Village celebrated National Thrift Day by inviting influencers from across Seattle to reimagine and decorate spaces using items from their store. The campaign was divided into three categories—kitchen, closet/wardrobe and living room—with second-hand items filling each space. Who knew hand-me-downs could be fun and classy? Value Village did, and they made sure to convey this to their audience.

TIMING is everything in public relations, and this campaign nailed it. National Thrift Shop Day is not widely known, so turning the day itself into a strategic focus was brilliant. Celebrating a day dedicated to sustainability is a great way to spark conversations about it. (In case you didn’t know, August 17 is National Thrift Shop Day in the U.S.A. So grab a tote bag and enjoy some shopping!)

According to Mastercard’s Travel Industry Trends Report, Gen Z and millennials, the target audiences for thrifting, are focused on experiences. Although these generations may seem glued to their screens, data suggests they are more likely to invest their money and time in valuable experiences rather than material possessions. Value Village understood this perfectly. Along with the redecorated spaces, they made the project interactive with activities—donuts next to the breakfast nook, DIY denim in the closet and a mocktail hour in the kitchen. What does this tell us? Making events INTERACTIVE is a crucial aspect of effective communication.

Finally, what I loved most about this campaign was its clear OBJECTIVE: to make thrifting look cool and enjoyable. And let’s admit, it is. Breaking the stigma around hand-me-downs is challenging, but running a business based on it requires a complete shift in narrative. Creativity was a key element here, helping Value Village create a memorable campaign. 

Now, let’s discuss the campaign launched by The Salvation Army in Canada – Clutter-free February.

This initiative aimed to encourage people to declutter their wardrobes and donate unused items to the organization. Despite the holiday season typically fostering a spirit of giving, the Salvation Army’s press release revealed a 15 per cent drop in donations during the winter months—a surprising statistic given the season’s charitable atmosphere.

The campaign relied on just two strategies: issuing a press release and partnering with a few home-based influencers. While both tools can be effective, they fell short in this case. The lack of creativity and engaging content made the campaign less memorable despite its important message.

A search for the campaign yielded only a press release on Cision and a few Facebook videos. To strengthen the campaign, a clearer focus on the decluttering theme and more inviting content could have been beneficial. 

Regarding the PESO model, paid media might be less feasible due to budget constraints faced by non-profits and charities. However, a social campaign could have been more successful with collaborations with wellness influencers. Linking the decluttering theme with the concept of mental clarity and psychological benefits could have significantly enhanced the campaign’s impact, especially for the younger demographic who often feel overwhelmed by choices in today’s world.

In any case, Value Village and The Salvation Army genuinely pave the way to a greener future. As a budding public relations professional, witnessing such impactful and meaningful examples is inspiring. And when metrics and media monitoring show that these efforts are well received, they motivate other players to elevate their strategies.

After this long essay, I can’t help but think of Rebecca Bloomwood and her overwhelming debt in Confessions of a Shopaholic. If only a thrift store had reached her with a clever PR campaign… She’d still be a shopaholic but with a little more money in her wallet!