UK Advertisers of the Month for October: Vinted, Polestar and TikTok Shop

Key insights:

• Vinted leads October’s Ad Awareness growth: The brand recorded an 8.9-point increase, supported by its “New Eras Again” campaign promoting second-hand shopping and expanded lifestyle offerings.
• Polestar builds visibility through new launches: Ad Awareness rose 5.6 points, coinciding with the Polestar 5 unveiling and UK retail expansion, reflecting growing engagement with the brand’s electric performance lineup.
• TikTok Shop strengthens retail presence: The platform saw a 5.4-point rise in Ad Awareness within a week.

October’s UK Advertisers of the Month are Vinted, Polestar and TikTok Shop, each exhibiting significant increases in Ad Awareness as tracked by YouGov BrandIndex. Ad Awareness measures the percentage of consumers who have seen an advertisement for a brand in the past two weeks.

Vinted tops the list with an 8.9 percentage point increase in Ad Awareness, rising from 19.3% on September 28 to 28.2% on September 30. This increase aligns with Vinted’s launch of its “New Eras Again” campaign, which introduces a refreshed brand message and focuses on expanding its second-hand offering beyond fashion. The campaign was supported by UK media activity and a broader content strategy involving social and influencer engagement.

Polestar follows with a 5.6 percentage point gain, climbing from 5.0% on September 29 to 10.6% on October 25. The rise corresponds with recent brand-building activity in the UK, including the unveiling of its Polestar 5 electric performance car and the expansion of its UK retail network with a new location in Maidstone. Together, these efforts support increased visibility and consumer engagement across multiple UK regions.

TikTok Shop rounds out the top three with a 5.4 percentage point rise in Ad Awareness, moving from 2.6% on September 26 to 8.0% on October 3. The increase likely reflects ongoing sponsored content, creator-led promotions, and increased platform advertising ahead of peak retail season.

METHODOLOGY:

YouGov BrandIndex tracks daily perceptions of thousands of brands. Ad Awareness is based on the question: “Which of the following brands have you seen an advertisement for in the past two weeks?” Scores are reported as percentages, based on daily surveys of UK adults. Data is weighted by age, gender, region, social grade, and ethnicity using a raking methodology. Figures are shown as a four-week moving average between 26 Sep- 25 Oct 2025. The change in scores is calculated as the difference between the highest and lowest daily scores within the period.

Image credit: Nerijus jakimavičius from Pixabay