LET'S TELL A GREAT STORY!

OVER FAST FASHION? CALL 1-855-THREDUP

We enlisted the help of Stranger Things star, Priah Ferguson to give Gen Z the pep talk they need to dump fast fashion via the Fast Fashion Hotline. Callers would be directed to our landing page to sustainably shop Priah’s outfits with our newest tool, Thrift the Look. We achieved 14.5M total impressions, and a 46% spike in tool adoption.

MAKING THRIFTING A NO-BRAINER

Gen Z cares about the environment but also convenience, making the switch has to be easy.

We lowered the barrier to thrift by curating a page with many windows into merchandise
Environmental impact stats taken from our Gen Z report (written by me!) were shared throughout
We debuted our newly launched Thrift the Look tool which allowed visitors to shop Priah’s exact outfits secondhand.

Landing page

Social feed & stories

THE SCRIPT

Fun, but not cringey. Informative, but not preachy. The script had to hit just right. I mapped out a choose your own adventure style menu, all written in Priah’s unique tone. You could listen to a pep talk, fast fashion eco facts, or hear Priah’s fast fashion horror story. I wrote multiple options so Priah could choose what she liked and give them her personal spin.Ultimately, all paths drove callers to leave a voicemail and visit our landing page.

Intro: Priah introduces the menu

Hey y’all, Priah here. You’ve reached the Fast Fashion hotline which means YOU wanna break it off with fast fashion. No sweat. thredUP and I are gonna get you through this, cause you and the planet deserve better. Choose what happens next:

If you’re on the verge of a splurge… Girl, NO! Press 1 and I’ll talk you out of giving fast fashion your hard-earned cash.

Press 2 to hear my take on why thrift is a good look, and fast fashion isn’t!

We’ve all got a bad fast fashion story. Press 3 to hear mine and share yours too! Plus, there’ll be a very special treat.

Press 1: Priah talks you out of your fast fashion purchase

Okay. Deep breaths, people. You ready?... DON’T DOOOO IT. EMPTY THAT CART, CLOSE THE BROWSER, HIDE YOUR CREDIT CARDS. I DON’T CARE WHAT YOU DO, BUT WE GOTTA TREAT OURSELVES TO BETTER FASHION. Whew… JUST empty that cart! I know it’s hard, but I promise you’ll feel sooo much better. I know it’s tough. Trust.

I‘ve got plenty of guilty fast fashion stories too! Stay on the line to hear mine and tell me your own secret. Or press 0 for the main menu.

Press 2: Priah share eco impact stats

No judgment. I get it. I loved fast fashion too! It’s affordable and it’s soooo on point with trends. But buying in also encourages nonstop production of disposable clothes! Get this: 60% of fast fash items get made and thrown out in the SAME year. That’s like making a whole pizza and sliding it into the dumpster!!! You guys, fast fashion brands are gonna keep making dumpster pizza UNTIL WE STOP BUYING THEM.

Between us, thrifting lets me get some pretty dope clothes. Plus, I help the planet. Places like thredUP carry all the brands you love for way less and everything is basically one of a kind. No accidental twinning. No waste. No guilt. I know, fast fashion’s tough to quit. I’m guilty of splurging too! Stay on the line to hear my story and leave your own secret. Or press 0 for the main menu.

Press 3 or stay on: Priah shares her story, shop CTA

Before I dish, I wanna let you know that this is a JUDGMENT FREE ZONE, okay? We’ve all been there. As thanks for sharing your story with me and taking your first step to quit fast fashion, I’m giving you my exclusive thredUP discount for 30% off your first order! Just go to thredUP.com/hotline, use code HOTLINE and thrift!

OKAY, STORY TIME. (Direction: Include a time where you slipped up and bought fast fashion! For example, “My biggest fast fashion slip-up is that I was bored one night at 3am and I bought like 5 dresses. You guys, I WORE THEM ONCE before they melted in the wash.”)

Your turn! Spill your deepest darkest fast fashion secret after the beep. Just a FYI, this call may be recorded and used for marketing purposes. Leaving a voicemail serves as your express consent to be recorded. Check out thredUP.com/hotline for more info. Aaaaand, action!