DEPOP: WEAR THE MOVEMENT
Our goal was to make Depop a place to find vintage items. We did this by creating a campaign that matched vintage clothing on Depop with archival photographs from a photographic archive (Youth Culture). Making Depop a platform where people could explore passions, stories and past eras through (relevant) vintage pieces.
In app
We teamed up with Youth Culture and searched through archived photographs and matched the clothing from the photos with current products that were listed on Depop.
THE EVENT
Depop teamed up with Hackney-based digital platform/radio station NTS and Youth Club photography archive with an event to celebrate 90’s rave culture. We then created an exhibition of archive images and vintage clothing (which will also be available on Depop) for our audience to rediscover the radical youth movement.
A one-night-only exhibition to explore rave passed on through clothes, pictures and music. A party with a body-reverberating rave DJ sets to really bring the subculture into context.
The launch event was the biggest Depop ever did (both in terms of people attending and number of assets produced).
Results:
Increase in searches for 90s rave items inapp (+22% )
Increase in in listing for 90s rave +12 % and vintage (+8,2) in listing.
The WTM & vintage users within those tiles had double follows per open vs 2nd best category Sneakers, and almost 10x vs Staff Picks.