Give Clothes a Second Life
How United Partners and BUZZStore Turned Remix's Rebrand into a Movement.
Wear&Share by Remix | CHALLENGE
Remix, one of Central and Eastern Europe's leading platforms for off-price and second-hand fashion, was rebranding its existing “Clean Out” service into Wear&Share - a name built around circular fashion, sharing and sustainability.
A new name alone wasn't going to change consumer behaviour. Decluttering a wardrobe and giving clothes a second life is something people believe in, but keep postponing - it feels time-consuming, and letting go of personal belongings can be surprisingly emotional. Remix needed the new concept to be understood, felt, and - most importantly - acted on, consistently across two markets with different cultural contexts: Bulgaria and Romania.
Wear&Share by Remix | STRATEGY
Our insight: a service that depends on active participation can't be rebranded through awareness alone. Wear&Share needed to be experienced, not explained.
We built a hybrid influencer model designed to combine credibility, reach and clarity:
Community-driven word-of-mouth through BUZZStore, activating real consumers to share their own, authentic Wear&Share journey within trusted social circles
Paid partnerships with selected micro influencers (BUZZAmbassadors) to demonstrate the process clearly and translate the new positioning into accessible, scroll-stopping content
Influencers and BUZZers were chosen for relevance and audience trust rather than follower count, and every message stayed optimistic, supportive and non-judgmental - sorting a wardrobe should feel rewarding, not like a chore.
To connect emotional storytelling to real behaviour, every participant received a Share Bag with a unique tracking code, allowing the campaign to measure not just impressions, but actual garments sent back into circulation.
Wear&Share by Remix | EXECUTION
Managed by United Partners - the exclusive BUZZStore partner for Bulgaria - in close collaboration with the BUZZStore teams in Bulgaria and Romania, the activation rolled out simultaneously across both markets.
Real BUZZStore community members documented their own Wear&Share experience - sorting wardrobes, packing clothes, reflecting on what it means to give a garment a second life - while selected BUZZAmbassadors delivered clear, structured demonstrations of the service, backed by performance and audience data to ensure the right creators reached the right people.
Content lived across Facebook, Instagram and TikTok, through Reels, Stories and short-form video, following a shared creative framework that kept the message consistent while leaving room for every creator's own voice. Several participants also folded in Remix's parallel Better Friday campaign, naturally linking sustainability to the brand's commercial moment.
Wear&Share by Remix | RESULTS
Community-driven WOM (BG & RO)
200 community participants
871 pieces of user-generated content
945,000 organic impressions
Paid influencer activation (BG & RO)
40 influencers
168 pieces of content
490,000 impressions
Combined reach
1.4M+ impressions across two markets
Beyond the launch window
In the months following the activation, the momentum held: Remix recorded a 7% increase in direct traffic to wearandshare.remixshop.com and a 5% increase in Wear&Share package orders directly attributable to the campaign - proof that the rebrand didn't just get noticed, it changed what people did next.
Wear&Share by Remix | CONCLUSION
By pairing community credibility with structured influencer storytelling, United Partners and BUZZStore helped Remix turn a name change into a habit. Wear&Share wasn't just announced - it was adopted, one wardrobe at a time, and the effect kept compounding well after the campaign ended.