A one-of-a-kind treasure hunt



Scavenging for a good cause with Vinnies QLD

If there are two things Aruga revels in, it’s discovering hidden gems and hunting down the ideal influencers for a campaign.

With one finger on the cultural pulse and another leafing through our little black book, we scoured the state to identify, engage and manage prominent Queensland celebrities, sports stars, musicians and creatives to participate in the second iteration of Vinnies Finderfest for 2023.

Working alongside Bloome Consulting and the Vinnies teams, we plotted our treasure map meticulously, from vetting and engaging the stars, negotiating high-value donations and managing photo shoots to briefing talent on content and caption guidelines and rolling out campaign content.

Vinnies Finderfest was a social and sales success, driving brand engagement and foot traffic to Vinnies stores across Queensland in search of more than 20 money-can’t-buy celebrity donations.



High profile celebrities/influencers engaged


Money-can't-buy items donated


Instagram engagements


Total Instagram reach


Increase on Instagram engagement rate


Visits to the @vinniesqld Instagram page


New followers across Facebook and Instagram


Influencer Engagement

Engagement of seven high-profile Queenslanders to become the face of Vinnies Finderfest: Reece Walsh, Ricki-Lee Coulter, Ball Park Music, Troy Cassar-Daley, Jem Cassar-Daley, Rachel Burke and Thessy Batsinilas.

Content Development

Management of two photo shoots across the campaign to capture high-quality assets, social video content and imagery of the highly sought-after items.

Organic Social

Briefing and managing caption and content development for each talent’s social media owned profiles and coordinating content roll-out across channels.

Talent Management

Management of talent to create and approve content ahead of schedule and ensure social media traffic to Vinnies Queensland peaked during Finderfest.

Winning tactics

Thumbs Up

Aruga worked our extensive network to engage seven iconic Queensland celebrities and organised more than 20 money-can’t-buy donations.

Peace Sign

Aruga coordinated and managed content shoots to ensure the consistency and quality of assets used across the campaign.


Aruga designed and delivered bespoke social assets to match the unique aesthetic of each influencer to use throughout the campaign.


Campaign Highlights

4,106 visits to the @vinniesqld Instagram page via taps on our influencer content.
Ricki-Lee donated her 2023 Logies Dress.
Reece Walsh’s content on Instagram grid post reached over 245k people.
Over 20 celeb items were donated for a good cause, including two signed guitars from Troy Cassar-Daley and Jem Cassar-Daley.