The Real Home Project
I developed a comprehensive mock campaign for The RealReal, showcasing a proposed expansion into luxury secondhand home decor. The campaign highlights The RealReal’s commitment to sustainability while driving social media awareness and engagement. I designed a detailed presentation deck, crafted compelling copy examples, and delivered a strategic presentation to bring this vision to life, emphasizing the brand's values and its innovative approach to the secondhand market.
Campaign Statement
Since 2011, The RealReal has focused on creating an easy, reliable platform for consumers to shop for secondhand luxury clothes, jewelry, shoes and other accessories in an effort to promote sustainability and circular fashion. Because of the credible authentication process, members of The RealReal have access to a wide variety of goods at fair, discounted prices. But, what if members had access to an entirely new realm of luxury vintage items? The RealReal is proud to announce its plans to expand its marketplace beyond fashion to include secondhand fine art, furniture and other home decor through a campaign titled The Real Home Project.
The campaign will encourage consumers to shop sustainably for high quality home items, while promoting companies or art dealers dedicated to creating timeless pieces made to last a lifetime. By diversifying the products sold, The RealReal broadens the scope of consumer needs while maintaining the commitment to authenticity and quality that made it a leading brand in the luxury fashion market. Expanding the range of luxury products available for purchase showcases the commitment The RealReal has to offering members the highest caliber of craftsmanship and design. Now, shoppers have the ability to transform their homes into a masterpiece of curated luxury without paying costly retail prices or contributing to mass overconsumption. Similar to current campaigns surrounding the push for sustainability, The RealReal will also partner with select luxury home decor brands to offer exclusive styles and pieces to members and to kickstart the awareness of the new product market.
Goal #1
The RealReal will increase brand awareness and engagement on social media and expand consumer demographics through The Real Home Project campaign and the diversification of products. The campaign aims to increase social media and website traffic by 25% in 6 months.
Goal #2
The RealReal will educate consumers of the benefits of shopping secondhand for home decor, art, etc and the harmful effects of mass-produced, low-quality furniture and decor from brands such as IKEA.
