DEPOP MCR
Depop asked us to establish them as the go-to marketplace for Gen-Z where they can experiment and discover their style while driving in-app purchases and downloads.
Taking the approach of tapping into individual cities and their own unique fashion style, identity, and community localizing activity to create circulation between buyers and sellers while focussing on the cities culture. Creating 2 zines, pop up market andPartnering with local Gen-Z sellers to put them on a pedestal and promote the campaign.
We trialed the campaign in Manchester and due to the success, Depop is looking to expand to 20 cities in the Uk and America.
ZINE
Creating a physical Zine to be distributed across Manchester put together by local photographers, designers, and journalists, which helped up focus on local fashion and culture. With the creative direction, we wanted it to be stylish but not unattainable for consumers as Depop is a place for everyone, whoever you are.
The Zine was split up into 2 sections, one being street photography where we briefed a photographer and a journalist to go around Manchester capturing the fashion/styles asking them questions to do with how Manchester has influenced their style, the photography was split up into clothing categories with QR Codes to drive to the categories on the Depop app.
The other half of the Zine was focused on local sellers and their inventory with questions to bring out their personality and the benefits Depop has brought them with QR Codes to drive traffic to their shops.
POP-UP MARKET
Bringing buyers and sellers together in Manchester for a market-style clothing event with DJs and food. Creating a microsite for consumers to discover what’s on offer, drive to app, and capture data for marketing purposes post-event, with OOH and social content broadcasted across Manchester.
