Positioning Salvos Stores in the National Conversation
Compass Studio developed and executed an integrated PR campaign that positioned Salvos Stores at the centre of Australia’s growing op-shopping culture. From commissioning a national consumer research study to building a rolling media strategy tied to cultural moments and the national news cycle. The result was significant national media attention that strengthened Salvos Stores’ cultural relevance and visibility among Australian consumers.
44M+ National Reach
Through a strategic national media rollout, the campaign reached more than 44 million Australians across leading news, lifestyle and culture publications, elevating Salvos Stores into mainstream conversation.
38 Pieces of Coverage
Compass secured sustained earned media momentum across a two-month period, generating extensive coverage that highlighted Australians’ passion for op-shopping and second-hand finds.
89% Tier 1 Coverage
The campaign achieved an exceptional rate of top tier media placements, with features appearing across major outlets including news.com.au, Concrete Playground, The Daily Telegraph, Herald Sun, Urban List and Woman’s Day.
Positioning Salvos Stores at the Heart of Australia’s Op-Shopping Culture
By tapping into Australians’ emotional connection to op-shopping and the joy of discovering unexpected treasures, Compass helped Salvos Stores spark widespread national conversation and secure standout top tier media coverage across lifestyle, culture and news platforms.