‘I Got it On Depop’ campaign taps into secondhand fashion hype

The ‘I Got it On Depop’ campaign kicked off today (8 May) with out-of-home placements in London’s key retail areas like Oxford Street and Westfield. The billboard campaign will be supported by influencer marketing and talent collaborations. Yonder Media planned and bought the OOH.

Music is to play a vital role in Depop’s campaign with an audio promotion and an in-person music and clothing event featuring British artists.

The campaign is consistent with Depop’s strategy to use its sellers in its marketing assets. Depop’s director of brand marketing, Steve Dool previously told The Drum that the most crucial element to Depop’s brand identity is its community-first mindset. “From a brand perspective, it’s a strong starting point for us in terms of consistency, but also in terms of differentiation,” he said.

To differentiate itself in a crowded market Depop sells itself more as an inspiration destination, and although the transaction is part of it, Dool said users are “buying into people and their styles when they join Depop.”

Secondhand fashion among Gen Z is now mainstream with a survey from Unidays 27 million student members revealing 75% of Gen Z are shopping secondhand and 37% are reselling their clothes. The ‘I Got it On Depop’ campaign strapline plays into the idea that younger shoppers are proud to shop secondhand.