DIDOT
Campaign
The objective of the initiative is to encourage purchasers to publish their Depop-purchased outfits through stories reels, or posts, mentioning Depop and featuring the campaign tagline. A winner will be chosen at the end of each week, encouraging additional buyers to participate. As part of this initiative, Depop will set up pop-up stands in prominent areas around famous cities such as Paris and London to encourage more people to buy, feel, and experience sustainable apparel in person.
The concept stemmed from an idea to enhance Depop’s engagement with buyers and sellers, which was lacking in previous marketing initiatives. Meanwhile, customers will become more engaged through competition, which will improve motivation. Competitors were studied as well, particularly small firms, in order to better understand their limits, which would be emphasised and incorporated into Depop’s benefits. The idea originated as an outgrowth of Depop’s challenge to regain interest in the brand among people who had previously forgotten or ignored it. To get people talking, they must participate in the campaign. Encouraging customers to share their style and sustainable clothes on social media, as well as enabling them to touch items at Depop’s poop up stand, helps them connect with the brand’s values. The most effective promotional technique for Depop is not social media or commercials, but rather community conversations about the company.