Channel 4 and Vinted sign trailblazing multi-platform partnership

4 April 2023

Channel 4 and pre-loved fashion platform Vinted have joined forces on the broadcaster’s biggest cross-platform branded partnership to date.

The partnership, fronted by Hollyoaks’ own Jorgie Porter, includes a brand-new short form digital series created by Channel 4’s digital content powerhouse 4Studio for Channel 4’s hit YouTube channels and a complementary TV ad campaign. Vinted has also returned as sponsors of Hollyoaks with newly created idents running until June 2023, having previously sponsored the show.

The fashionable four-part digital series, Second Hand Style-Up, sees host Jorgie Porter and stylist Emma Winder surprise guests eager for a makeover by taking the anticipated profits of selling their clothes on Vinted to purchase only second-hand outfits instead. The guests receive a stylish wardrobe with pre-loved pieces that have been expertly chosen, demonstrating that it’s worth selling what you don’t wear in order to purchase items that you can wear – and better still when it’s second-hand, as it’s a win for your wallet and for the environment.

Second Hand Style-Up debuts on Channel 4’s YouTube channels this month with two episodes available from this Thursday (06.04.23), a further two released later in the month, and shorter edits of each episode will also be released across Channel 4’s Facebook, Instagram and TikTok accounts. The series is designed to inspire viewers to see the benefits of second-hand fashion and offer practical tips on how viewers can update their wardrobe in a cost-effective way without compromising on style.

Second Hand Style-up was created in a partnership between Channel 4 and Vinted's media agency, Mindshare, who also brokered the project.

David Amodio, Deputy Head of Digital Innovation & 4Studio said: “Since the cost-of-living crisis began, Channel 4 has made a conscious effort to approach brands to work with us on content to help our viewers during these difficult times. Second Hand Style-Up perfectly celebrates the cost saving benefits of pre-loved clothes in a fun and entertaining format. By opting for a cross platform campaign, brands can tap into Channel 4’s full ecosystem, accessing both traditional and innovative new approaches.”

Kestutis Tyla, Senior Director of Offline Marketing at Vinted said: “Second Hand Style-Up is all about the celebration of second-hand fashion. The series comes at a time when affordability is high on the agenda for people across the UK, and conscious consumption continues to grow in importance for all, so we hope that it resonates with and inspires viewers. It brings to life how easy it is for Vinted to unleash the potential of your wardrobe - whether that is giving your old items a new home, or re-homing items yourself. Either way, it brilliantly supports our wider mission to make second-hand first choice, and transform how people buy and sell clothes.”

Ross Minton, Head of Invention at Mindshare said: “We’re really excited about this project, its Vinted's first ever cross-platform UK partnership and is a perfect embodiment of our Good Growth strategy as an agency. Using real human stories, we’re able to showcase both the style and financial benefits of pre-loved clothes at a time when this message is so incredibly relevant.” 

4Studio, Channel 4’s social first content and distribution powerhouse, produces and partners with creators from across the UK to entertain young people with relevant content on their favourite social platforms. Channel 4 is the only UK broadcaster to offer a slate of social-first branded entertainment opportunities to advertisers for publication across quality, brand-safe, social channels – including Facebook, YouTube, TikTok, and Instagram.

Ends.

 

Press contact: Hope Hamilton, Hhamilton@Channel4.co.uk / 07889 574798

 

Notes to editors

 

• View episode 1 here: https://www.youtube.com/watch?v=NBBwYwMBhns
• The new sponsorship idents were created by Recipe.

 

Second Hand Style-Up credits:

 

Channel 4

4Studio Group Content Lead - Jodie Miles

4Studio Content Manager– Sonny Mclean

4Studio Project & Production Lead - Kathryn Carroll

4Studio Project & Production Manager -  Lizzie Hempshall

4Sales’ Sponsorship Sales Lead - Luke Moore

Digital Commissioning Editor - Laura Marks

Senior Digital Development Executive Maeve McLoughlin

 

Mindshare

Partnerships Business Director - Sam Grindey

Partnerships Account Director - Jade Hunt

Partnerships Account Executive - Nadia Sherlock

 

 

Stellify Media

Head of Production:  Michelle Walsh

Exec Producer:  Tracie O’Neill

Series Producer:  Niamh Minihan

Series Director: Paddy Hughes

Production Manager: Rebecca Morten

Production Co-Ordinator: Kevin O’Kane

Assistant Producers, Rachael Cairns & Maria McCloskey

Researchers:  Cate Cheung-McMullen, Catherine Lavery, Laoise Toye

DOP: Steve Pennington

Camera:  Guy Meachin

Camera Assistant:  Ben Langley

Sound Recordist:  Kev Walsh

Data Wrangler:  Damian Ratcliff

Media Manager:  Susan McCartney

Art Director:  Jade Gallagher

Art Assistant:  Harriet Ridley

Make Up Artist:  Nicole Fairfield

Editors:  Mark Jackson & Brendan McCarthy

Graphics:  Aimee Morrow

 

Boiler Plates:

 

About Channel 4

 

Channel 4 exists to create change through entertainment. Publicly owned yet commercially funded, Channel 4 generates significant and sustainable cultural, economic and social impact across the UK – at no cost to the taxpayer.

 

The broadcaster’s distinctive remit is set by Parliament, and it has a role to represent unheard voices, challenge with purpose and reinvent entertainment. For 40 years, it has been a British success story, engaging generation after generation of young people.

 

Through a unique publisher-broadcaster model, Channel 4 commissions its content from the UK independent production sector. Working with around 300 creative companies every year, Channel 4 makes a major contribution to the local, regional and national economy, creating and supporting thousands of jobs and businesses across the country.

 

In 2020, Channel 4 launched its Future4 strategy to become a digital-first public service media company and to continue to deliver significant impact for UK audiences and investment into the UK creative economy.

 

Across its bases in London, Leeds, Manchester, Bristol and Glasgow, Channel 4 is turbocharging its efforts to find, nurture and develop talent across the UK. Through its training and development initiative 4Skills, Channel 4 is opening up opportunities in broadcasting, with a particular focus on disadvantaged young people, and addressing skills gaps across the Nations and Regions.

 

Channel 4 has the UK’s biggest free streaming service, All 4, plus 11 television channels including: Channel 4, E4, E4 Extra, More4, Film4, 4Seven and The Box Plus Network. Through Film4 Productions, Channel 4 also invests in British filmmakers to huge critical acclaim, producing 37 Oscar wins and 84 BAFTA wins in its history.

 

https://www.channel4.com/

 About Mindshare 

Underpinned by our values of Empathy, Energy and Impact, Mindshare offers clients full-service media agency capabilities.  Together we generate growth for our clients that is enduring, diversified and sustainable. We drive this Good Growth by placing people at the heart of what we do through the intentional use of media. We work with some of the most famous businesses and brands in the UK – such as Unilever, KFC, UK Government, LV=, Ford, Vinted, Marks & Spencer and TK Maxx. We are fiercely proud of our open and inclusive culture – everyone, and their opinion, is respected and welcome. Mindshare is part of GroupM and ranked 5th by billings in the UK. Visit us at www.mindshareworld.com/uk and follow us on LinkedIn, Twitter, Facebook and Instagram 

About Vinted

Vinted Marketplace is the largest online international C2C marketplace in Europe dedicated to second-hand fashion, with a growing member base of over 80 million registered members spanning 18 markets in Europe and North America. With a mission to make second-hand the first choice worldwide, Vinted enables people to sell and buy second-hand clothes and lifestyle items from each other, helping give those items a second or even third life.