PR and strategic comms agency Compass Studio has partnered with Salvos Stores on ‘The Great Salvos Stores Find’, a national PR campaign designed to drive Australians back in-store by reframing op-shopping as a thrill-led, discovery-driven experience.
The campaign responds to a key cultural shift in second-hand shopping behaviour. For many Australians, op-shopping is no longer just about bargain hunting – it’s about unique finds, sustainability and personal style. New insights show that 42 per cent of Australians shop second-hand for the thrill of the find, with younger generations leading the trend.
At the heart of the campaign is Salvos-commissioned national research exploring speculative shopping behaviours. The research will provide a strong data-led, innovative positioning of Salvos Stores as an authority on second-hand shopping culture in Australia.
For Compass, the partnership with Salvos Stores reinforces the agency’s focus on insight-led, culturally relevant communications that drive real-world behaviour change. The collaboration brings together Compass’ strength in strategic PR, storytelling and earned-first campaigns with Salvos Stores’ unique position at the intersection of sustainability, retail and Australian culture.
Co-founder and co-director Natalie Dean-Weymark stated that “this partnership is about celebrating the unique joy that is driven by op-shopping. From sustainability and reuse to the excitement of discovering something unexpected. ‘The Great Salvos Stores Find’ is designed to reconnect people with that feeling and remind Australians why op-shopping is so powerful.”
By translating behavioural insight into a compelling national narrative, the campaign demonstrates how purpose-driven brands can cut through by tapping into emotion, experience and cultural truth – not just price or promotion.
“As op-shoppers, we all have stories of our favourite finds. This campaign is all about celebrating the positive emotion attached to those stories, and looking forward to the stories still to come from our future visits to Salvos Stores,” added Matt McMahon, specialist manager of customer experience at Salvos Stores.
