After a revenge summer of festivals, football and freedom, the challenge was to pivot to a new autumn mood, and show audiences that resale represents great value – as well as access to their favourite brands and with helpful mechanisms to stay in control of spending.
We were briefed to create a high impact and inspiring campaign in media and creative to reach and inspire Style Explorers, as part of a long-term strategy to get Depop into their fashion retail consideration set.
September is always a major fashion moment as seasons change – and for a Depop audience, category entry points and key retail opportunities are Back to School and Fresher’s Week.
Where there’s cultural momentum, there’s competition, and Depop must compete not just in resale, but hold its own against high street fashion outlets too, who aggressively discount for fresher’s week.
To target a youthful fashion-loving audience, both on and offline, we pursued a cherry-picked programming strategy in VOD. We know viewing increases among 16-34s at this time of year, and we’ve learned that view time correlates with our key metric of consideration.
VOD allowed us to showcase our full AV as an un-skippable, sound-on, high attention experience. We bolstered this in YouTube, targeting Style Explorers in premium fashion environments, as well as Snapchat in short unskippable formats.
For all important Tik-Tok we used a combination of high-performing creators to tell our value story, and land the messages in a native way, right for a TikTok audience.
For that high-street presence, we used data-targeted high impact banners together with digital 6-sheets, pinpointing exact audiences based on where they socialise, coupled with competitor shopping behaviours, minimising wastage but maximising effectiveness and impact.
In all the campaign delivered:
– 8% point uplift in consideration
– Favourability lift 2x the category norms
– Purchase intent lift 3x the category norms
– 19% increase in new customer sign ups