- Online fashion reseller Depop launched a national campaign, “Depoponomics,” that positions resale as a practical way to earn extra money, according to a press release.
- Key to the campaign is a 30-second spot set to the 2003 single “Millionaire” by Kelis, who also makes an appearance within the ad. Creative shows how selling on Depop may help consumers afford on a regular basis expenses like groceries and nights out.
- Kelis also curated a Depop shop page featuring items worn by her within the campaign, which will probably be supported by short-form social content. The multichannel effort will run through May 31 and follows the brand’s fall campaign, “Where Taste Recognizes Taste.”
Depop is highlighting the ways during which personal style can support on a regular basis life for “Depoponomics.” The campaign spotlights functional points of the resale platform, including fee-free selling, that help consumers earn extra income. The effort goals to attract recent users as consumers proceed to deal with financial constraints and economic uncertainty.
“Depoponomics is about meeting people where they’re financially and culturally,” said Steve Dool, director of name and artistic at Depop, in a press release. “Resale has reinforced the concept sustainable secondhand shopping isn’t only imperative for a circular fashion eco-system, but for a lot of consumers, is equally about value, ease, and turning personal taste into income.”
At the middle of Depop’s campaign is a 30-second spot that begins with a lady expressing that she is strapped for money, before a friend advises her to start selling her preloved fashion on Depop. As the lady begins taking photos of clothes and niknaks to post on the platform, the items transform into money. The ad is ready to “Millionaire” by Kelis, who also makes a cameo at the top of the video, and is directed by music video director Dave Meyers.
Kelis also launched a curated Depop shop on Feb. 18 featuring items worn by her within the campaign. The shop will probably be supported by short-form social media content, including interviews where Kelis reflects on her personal style and the stories behind the items she is selling. “Depoponomics” is running across connected TV, digital video, social and creator content, and was created in-house.
Depop’s latest campaign comes because the secondhand market within the U.S. continues to grow, and is predicted to reach $74 billion by 2029, according to data from ThredUp. The majority of U.S. consumers, 77%, own fashion items they now not wear, highlighting the chance for resale platforms, per data shared in Depop’s release details. Additionally, 57% of U.S. consumers now consider resale as a part of their household financial planning.
“Depoponomics” follows the resale platform’s fall “Where Taste Recognizes Taste” campaign, which debuted in September. That effort focused on the emotional connection tied to secondhand shopping and introduced the concept of a “Depopelganger,” or two people who find themselves worlds apart but brought together by their similar fashion sense. Both “Depoponomics” and “Where Taste Recognizes Taste” are meant to support Depop’s growth within the U.S.
Depop was founded in 2011 and currently has 56 million registered users. The platform became a completely owned subsidiary of world marketplace Etsy in 2021. EBay on Feb. 18 announced plans to acquire Depop from Etsy for about $1.2 billion in money.
Read the complete article here
