Vinted has signed a sponsorship deal with Channel 4’s Hollyoaks that marries product placement with behind-the-scenes social content to maximize association with stars Jessica Fox (Nancy Osborne), Andrea Ali (Celeste Deveraux) and Jorgie Porter (Theresa McQueen).
The integrated partnership sees the Lithuanian online marketplace become the official broadcast sponsor for the long-running TV soap, with the promise of a deep relationship that extends to characters making use of the Vinted app during relevant plot events.
Cementing the relationship further will be a bespoke digital content series featuring behind-the-scenes content shot on set when the cameras weren’t rolling to populate Hollyoaks’s social channels. Here cast members will offer fans a different perspective on the show by opening the door to their dressing rooms to reveal how their on-screen personas can be achieved on a budget by sourcing secondhand clothes and accessories from Vinted.
Kęstutis Tyla, senior director of offline marketing at Vinted, explained: “By enabling the Hollyoaks fanbase to delve outside of the episode through this digital content partnership, we can encourage viewers to discover the joys and benefits of decluttering by selling unwanted items on Vinted and giving them a second life.”
Lucy Allan, executive producer at Channel 4, added: “Hollyoaks’s youthful outlook means its audience is socially smart. We know they care hugely about the environment and trying to shop more consciously, which is something we’ve reflected on screen by establishing a pre-loved clothing stall as part of our set.”
To further reinforce the relationship, Vinted-branded out-of-home (OOH) posters will appear across key sites to further promote the online marketplace, with attention to detail extending to a print ad published on the back of a magazine read by one character in the show.
The Vinted storyline integration episodes will run through to the end of November in collaboration with Starcom, which handles media buying for Vinted in the UK, 4Sales and Hollyoaks production company Lime Pictures.