Marketing Case Study: OLX Brasil: Reinventing an Habit
When you see marketing excellence, you know it. It powerfully blends art and science, using data to craft stories and build connections.
Across all our brands at OLX Group, the diversity of the marketing experiences always amaze us. These marketing experiences have the power to stir up emotions and stay in our minds for a long time. They are holistic experiences that create memories.
We’d like to highlight recent successful marketing experiences at OLX Group, and how they’re helping OLX Group drive the future of trade. For this series, we chose a few for you across all our brands in more than 30 countries. For each experience, we’ll discuss the key takeaway and marketing insights.
OLX Brasil — Where habits are reinvented & a more conscious, intelligent form of consumption emerges
OLX Brasil has launched a marketing initiative to reinvent how people consume and save. As part of this initiative, the marketing department did a test, asking adults and children to choose between old and new products.
In the video, you’ll see that more children opt for used products. Each child logically explains why the used product is the better option. Beyond this choice, there’s a deeper lesson: the benefits of used items and a circular economy (not a throwaway one).
As the OLX Brasil marketing team attests, “Why buy a new item when you find a used one at half price? Rethinking the possibilities is up to you. Let go of prejudice, get attached to the advantages of buying used items and count on OLX to help you in this process!”
Patrícia Tauscheck, Marketing Director at OLX Brasil, expands on this idea and emphasizes the importance of building better values.
“At OLX Group, products with resale potential gain relevance and consumers find in second-hand items an important alternative in the domestic economy. At this moment, we understand that we can reinforce the importance of this market, encouraging a more conscious and intelligent form of consumption.”
Nathalia Arcuri, a personal finance expert, even joined OLX Group to help with creating the campaign and writing an ebook. The ebook is designed to help everyday people save money, improve the quality of their life, and conserve resources (which benefits the environment and society).
Through the educational campaign, OLX Brasil creatively displays the financial, social, and environmental value of buying used items. And they show how the everyday consumer is integral to building an ethical, smart economy.
Key Takeaways
Campaigns should unlock different value elements for customers
When customers evaluate a product or service, they weigh its perceived value against the price. It is fairly easy for marketers to understand and analyze how consumers think about the price side of the equation. But understanding what consumers truly value and why is much more complicated. According to an HBR article “Elements of Value” actually span four categories: functional, emotional, life changing, and social impact. Companies that deliver multiple Elements of Value experience better business performance. This framework enables firms to redefine competition within their business sector.
The Reinventing a Habit campaign is doing actually this. When combined, the Elements of Value create compelling value propositions that elevate products and services above commodity status.
By giving items a second life, OLX Brasil has not only helped folks save money and improve their quality of life, we’ve also saved:
- 5.5 billion kilograms of material
- 481 million cubic meters of water
- 59 million tons of CO2 emissions (OLX Group is carbon neutral)
Jasjit, Associate Director of Product, Dealer Experiences at OLX Autos, sums up the overall message here well:
“OLX Group saves the planet. This is where we build a platform where we enable re-use. People reuse resources and this reduces the carbon footprint. This saves the planet from resource depletion.”
Discover other case studies in this series:
