Gumtree and Digitas launch new brand platform ‘Good Stuff’, powered by the Vibrancy Index

Gumtree and Digitas Australia have unveiled the brand's first campaign since 2020, introducing a new platform, 'Good Stuff', designed to reconnect the marketplace with a new generation of Australians.  

Whether it’s a couch finding a second life in a share house, or a set of weights kickstarting a new fitness kick, you can find ‘Good Stuff’ on Gumtree. But beyond that, it’s about everything that makes buying and selling on Gumtree feel good: finding exactly what you were after, an easy pick up, a fair deal, and seeing something you no longer need become exactly what someone else does. It’s also about making those moments feel safer and simpler, with added protection from scammers and easier ways to pay, such as through Gumtree Pay.  

To identify the most relevant categories to highlight in the creative, Digitas developed the Vibrancy Index, a proprietary framework bespoke for Gumtree. Combining marketplace activity and audience demand, this index helped to uncover where engagement was strongest across the platform, as well as within the overall peer-to-peer market. High-interest categories including fitness, pets and automotive, were then brought to life throughout the campaign.   

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