When Tonaton approached us, they were facing a challenge: the platform was increasingly perceived as a space primarily for merchants, losing its appeal to everyday users and facing stiff competition from new market entrants. They needed a fresh approach to reconnect with the average person—those looking to easily sell or get rid of things they no longer needed.

Our solution was to create a powerful above-the-line campaign that reimagined Tonaton as a platform simple enough for anyone. We focused on relatable scenarios that showcased how simple and accessible it is for anyone to use the platform, whether you’re decluttering your home or making some extra cash.

The campaign struck a chord, transforming the way people saw Tonaton and reestablishing its place as the go-to marketplace for all. Its success was so profound that the campaign was adopted by Tonaton’s sister platform in Nigeria, proving that the concept resonated across borders.

This project is a prime example of how strategic creativity can change perceptions, rejuvenate a brand, and drive significant results, making Tonaton the platform of choice for everyday people once again.