Gumtree and Digitas Australia have unveiled the brand’s first campaign since 2020, introducing a new platform, ‘Good Stuff’, designed to reconnect the marketplace with a new generation of Australians.
Whether it’s a couch finding a second life in a share house, or a set of weights kickstarting a new fitness kick, you can find ‘Good Stuff’ on Gumtree. But beyond that, it’s about everything that makes buying and selling on Gumtree feel good: finding exactly what you were after, an easy pick up, a fair deal, and seeing something you no longer need become exactly what someone else does.
It’s also about making those moments feel safer and simpler, with added protection from scammers and easier ways to pay, such as through Gumtree Pay.
To identify the most relevant categories to highlight in the creative, Digitas developed the Vibrancy Index, a proprietary framework bespoke for Gumtree. Combining marketplace activity and audience demand, this index helped to uncover where engagement was strongest across the platform, as well as within the overall peer-to-peer market. High-interest categories including fitness, pets and automotive, were then brought to life throughout the campaign.
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“The campaign celebrates the everyday moments that make Gumtree feel good, while highlighting the safeguards and tools we’ve built to make the experience safer for buyers and sellers. ‘Good Stuff’ reflects what we see on the platform every day – people finding new value in old favourites, creating space for what’s next, and connecting with others in their local community,” said Rowena Kanna, director of marketing and brand at Gumtree Group.
“The Vibrancy Index gave us a much clearer picture of where users are engaging, helping us identify the greatest opportunity for Gumtree,” added Davy Rennie, CEO of Digitas Australia.
“More importantly, it helped us understand the role that Gumtree plays in people’s lives, allowing us to build a platform that feels genuinely relevant to how Australians trade today.”
The campaign will launch across out-of-home, social, influencer and digital channels, before shifting to a more targeted approach focused on the high-opportunity areas identified through the Vibrancy Index.
Credits:
Gumtree
Rowena Kanna: Director of Marketing & Brand, Gumtree Group
Izzy Crohan: Marketing Manager
Digitas Australia
CEO: Davy Rennie
Chief Strategy Officer: Sarah Heitkamp
Creative Director: Maarten Kleinsma
Associate Creative Director: Nick Duron
Creatives: Leila Polito, Lilly Rae
Senior Strategy Director: Adrian James
Senior Account Director: Cary Plott
Digital Director: Valeria Pestuggia
