Depop launches new campaign to capture feelgood factor of shopping secondhand

Fashion resale marketplace Depop has launched a new multi-channel UK campaign called ‘I Got It On Depop’ to inspire shoppers to choose circular fashion this summer.

The campaign features out of home (OOH) advertising placements in prime retail spaces across London, including Oxford Street and Westfield, as well as an audio promotion, influencer and talent partnerships, and an IRL music and marketplace community event featuring up-and-coming UK music talent.

Drawing on the marketplace’s community-first ethos, ‘I Got It On Depop’ seeks to highlight the sense of community found on Depop and capture the excitement and positivity of sharing a unique secondhand purchase.

The language of the campaign borrows from the natural, everyday vernacular that Depop hears from its community, and the pride that buyers and sellers express in choosing circular fashion over new.

The campaign will be split into three key phases, supported by multi-channel marketing activations, while also “tying into the excitement of early festival season”.

Peter Semple, Chief Marketing Officer at Depop, said: “Community is, and will continue to be, one of the most important parts of the Depop experience. This campaign leans into the energy of how our buyers and sellers already proudly talk about their Depop purchases; we’ve named it ‘I Got It On Depop’ because we know that’s what our community is already saying to each other.

“It's important for us that the community has a sense of ownership over this content and feels empowered to spread the word, join the conversation and be an active part of the secondhand movement.

“As well as taking inspiration from community-derived expressions, we’re also drawing in some proud provocations of why shopping secondhand on Depop is a better option for both the planet and your wallet.”