Gumtree returns to brand advertising with Digitas’ ‘Good Stuff’

Gumtree has launched its first brand campaign since 2020, working with Digitas Australia on a new platform called Good Stuff.

The campaign aims to bring younger Australians to the marketplace by highlighting the small wins that come with buying and selling second-hand goods, from finding a fair deal to passing on something someone else needs. It also highlights Gumtree’s efforts to make transactions safer and easier, including scam protection and Gumtree Pay.

Marketplace activity shapes the creative

Digitas developed a proprietary “Vibrancy Index” for Gumtree, combining activity on the platform with audience demand in the wider peer-to-peer market. The agency used it to identify categories with strong engagement, including fitness, pets and automotive, which feature in the campaign.

“The campaign celebrates the everyday moments that make Gumtree feel good, while highlighting the safeguards and tools we've built to make the experience safer for buyers and sellers. ‘Good Stuff’ reflects what we see on the platform every day - people finding new value in old favourites, creating space for what's next, and connecting with others in their local community,” said Rowena Kanna, Director of Marketing & Brand at Gumtree Group.

Digitas Australia CEO Davy Rennie said: “The Vibrancy Index gave us a much clearer picture of where users are engaging, helping us identify the greatest opportunity for Gumtree.”

“More importantly, it helped us understand the role that Gumtree plays in people's lives, allowing us to build a platform that feels genuinely relevant to how Australians trade today.”

Good Stuff will run across out-of-home, social, influencer and digital channels.