Second-hand online fashion retailer Depop has partnered with singer-songwriter Charli XCX to power its latest promotional campaign.
Spearheaded by a 30-second hero clip created by Depop’s in-house team, the campaign will be rolled out across video-on-demand, out-of-home, YouTube, Snapchat and TikTok.
Campaign strategy, alongside media planning and buying was overseen by independent London-based agency, Yonder Media.
Having recently been bought by US online retailer Etsy, Depop is looking to diversify its customer base, moving away from its traditional Gen Z core.
The news comes as second-hand fashion begins to break its way into the mainstream, with Ebay recently signing to sponsor Love Island with its second-hand clothes range.
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“Resale is predicted to be the biggest source of growth in fashion retail over the next five years and Depop is superbly placed to take advantage of this, with a loyal audience and an active community,” Yonder Media chief strategy officer, Louise Martell said.
“This campaign celebrates the sellers that make Depop much more than just an app for a wardrobe clear-out – it’s a place to find your personal style, from that unique festival two-piece to your summer holiday wear.”
Depop director of global marketing, Olivia Walker added: “With Depop already enjoying high awareness, we wanted a campaign that would bring us top of mind for more people and for more shopping occasions.
“Charli XCX is the perfect brand spokesperson as she can not only engage with our existing Depop fans but also widen the platform’s appeal. Working with Yonder Media on finding the best targeting approach to promote this campaign has been brilliant.”
