America has a problem. We consume too much. And while we all know that the U.S. is synonymous with consumption, what’s less well known is that there is over $380 billion worth of goods sitting unused or stored away in U.S. households. letgo, a mobile app for buying and selling used goods, has the big ambition to try to remedy this situation by stimulating the giant U.S. secondhand economy. Part of the reason that the consumption of new products enchants Americans so much is the way they are marketed and sold. Hollywood style commercials and celebrity endorsements are often the foundation of these big budget brands and their advertising campaigns. letgo knew that they needed to give their sellers selling secondhand items some way to compete with these brands, but didn’t have the media dollars to promote the items being sold in the same way. Therefore, they needed sellers to promote the items they were selling themselves. The obvious answer was to utilize the seller’s social following, but selling secondhand stuff is hardly seen as exciting or glamorous, and therefore the likelihood of someone sharing a classified listing is almost nonexistent. It just doesn’t happen (less than 1%).
The opportunity was clear: Give listers a way to turn their listings into something that they would want to share with their networks. They would get increased exposure and increase the likelihood of making a sale. We would get free increased awareness of the letgo platform via their networks, which would in turn generate more listings, and we would hit critical mass sooner. So we created the letgo Commercializer; the only way to create million-dollar commercials to sell secondhand stuff, without the million-dollar price tag. Complete with invaluable celebrity endorsement.
At the time of entry, the Commercializer has been live for just three months. In that time (with $0 spent in media) there have been OVER TWO MILLION completely unique commercials for over TWO MILLION different products created and shared by letgo sellers.
In addition to helping the sellers actually sell their items, brand sentiment went through the roof (100% positive).
And Dolph Lundgren became the first man in history to star in HALF A MILLION different commercials, for HALF A MILLION completely different products.
It seems that the Commercializer has managed the unthinkable: Make classifieds entertaining and social.
And unfortunately, Dolph's royalty check continues to balloon out of control.