DEPOP • CAMPAIGN
CAMPAIGN OF culture,
chaos, and unapologetic self-expression
Global Campaign Strategy across NY, London, LA, and Milan for Depop
IDEA
Leverage the voice of the community as the campaign’s creative engine. From ‘haute couture trash boutique’ to ‘non-stop icona pop,’ the concept became a celebration of self-styled language, chaos, and subcultural energy — a brand campaign written by the Depop user base itself.
INSIGHT
After a successful rebrand, Depop needed to show up in the world — loud, distinct, and impossible to ignore. The real challenge wasn’t visibility. It was credibility: how do you "go global" without losing your cool? For a platform driven by hyper-styled, highly opinionated Gen Z sellers, any misstep would read as cringe. Authenticity couldn’t be claimed — it had to be proven through tone, structure, and cultural literacy.
Summary
SCOPE & DELIVERABLES
Global Campaign Strategy (NY, London, LA, Milan)
Core Narrative & Brand Positioning Framework
Creative & Behavioural Insight Workshops
Cross-market Cultural Research
Messaging Strategy & Community Lens Development
OUTCOME
The result was a campaign that didn’t flatten identity into a tagline — it let the personalities speak for themselves.
Tone was styled with the same irreverence and unpredictability as the platform’s own sellers. It introduced Depop as a world of entrepreneurial expression — layered, chaotic, and impossible to replicate.
CLIENT
Depop
Role: Strategist & Cultures Researcher