Blocket, Sweden’s largest classified media site, is known by 98 percent of the Swedish people, and the people have a clear idea of the service - i.e. that on Blocket you can buy and sell things because it is easy, efficient and easy on the wallet. To build up long-term loyalty and stronger emotional ties to the brand, long-term work was begun to change the perceptions and to show that secondhand is also good for the environment. This has been an issue that is close to the heart of Blocket's personnel, but not with the target group.
To begin with, a clear change in attitude had to be achieved among the users of Blocket, getting more people to buy and sell secondhand because of its benefits to the environment. A basis for an effective public opinion directed towards users, media and politicians was obtained by calculating the total environmental advantage of secondhand trade. This, combined with the initiative Blocket vs Earth Overshoot Day, resulted in 42 percent of today's users indicating that environmental benefits was the primary reason for shopping on Blocket, the corresponding figure was 24 percent a couple a years ago.
Increase the number of customers indicating environmental benefits as the main reason for using Blocket.
· 13 million people were reached by the message that secondhand is good for the environment. Overshoot Day publicity increased 300%
· Today, 42% indicate environmental consideration as the primary reason for using Blocket (24% before the campaign)
· Blocket was awarded the Recycling Inspiration Prize by the Crown Princes
· Blocket’s CEO was listed one of Sweden's environmentally most powerful people
· The leader of the Green Party personally thanked us for acknowledging Overshoot Day
We asked The Environmental Research Institute to calculate how much discharge was avoided thanks to the use of Blocket preventing production of new products, transports and waste. The results were stunning. By shopping on Blocket, the Swedes collectively could avoid 1.6 million tons of CO2 emissions in a year – as much as if the whole country's roads were empty for one month.
Once this was established in a report, we reached out to a broader public. On Overshoot Day, a day when environmental issues are in focus, we launched our rallying cry #Secondhand4theEnvironment. Sweden’s most famous meteorologist produced an alarming weather forecast from the future, and together with media and opinion leaders, we encouraged people to support the cause.
Blocket is Sweden’s largest classified media site. Most Swedes have bought or sold used items at Blocket. Research shows that people do it because it’s efficient and easy on the wallet. To maintain position and build loyalty through emotional ties, we wanted to change the perception and show that secondhand is also good for the environment.
Over-consumption has made the climate issue the most urgent of our time. To build public opinion, we decided to put secondhand shopping at the center of the cultural conversation. First by manifesting the environmental advantage, thereafter by encouraging people to buy secondhand for the sake of the environment.