OVERVIEW: We found that Depop can recognize almost anything you search, no matter how specific. We would utilize this feature by making an interactive billboard, where shoppers can walk up and search for anything they’d like. The uniqueness of Depop's being fully online means that customers can always refresh to see new items pop up, which isn’t possible at in-person stores.
With the “search bar” being the main focus of our campaign, we want to highlight the endless options and pieces you can find in just a matter of seconds through visual advertisements. Because to us, it’s more than a search - it’s a guarantee.
BUSINESS PROBLEM: Market Growth. Depop has always been known as a marketplace for users to resell clothing and accessories. However, the brand has decreased in popularity over the past few years. Now, it’s time to get people talking about the brand again and encourage consumers to find their sense of style on our platform. We want users to think of “Depop” as the place for secondhand wear and endless unique finds, as well as bring in consumers who have heard of the brand or browsed through the app but have never made a purchase.
TARGET AUDIENCE: Mya Foster (20) is a college student majoring in graphic design in the UK. She spends most of her time studying, working, hanging out with friends, and preparing for life after graduation. While Mya loves to shop and express herself through fashion, balancing school and her social life often leaves little time for shopping. Online shopping offers her a way to unwind and indulge in the fashion pieces she craves, all while fitting into her busy schedule. She values creativity, expressiveness, authenticity, and sustainable consumption.
What Research is Saying
“Depop has built a platform where users can discover not just fashion but culture. The search feature allows shoppers to find exactly what they are looking for, whether that’s a rare vintage jacket or a unique pair of sneakers”.
— The Business of Fashion (BoF), How Depop Became a $1 Billion Marketplace for Secondhand Fashion.
“Depop’s search bar is one of its most powerful tools, allowing users to quickly access an endless stream of items that might otherwise be impossible to find in traditional stores”.
— TechCrunch, How Depop is Building a Community Around Resale.
TRUTH: I have so many different outfits and styles I want to find.
TENSION: It’s difficult to find exactly what I’m looking for when stores have limited options.
MANIFESTO:
In a world where technology is changing everything, why should shopping be any different? We get it. You're busy. Between classes, work, and your social life, finding the time to go shopping can feel like a luxury. And when you do make the time, the endless scrolling and overcrowded racks in stores are exhausting. We’re living in the future, and shopping should fit into that — easy, fast, and personal. With Depop, fashion is no longer a hassle. It's a guarantee. Whether you're searching for that rare vintage jacket you spotted on Pinterest, or you're hunting for the perfect thrifted accessory that speaks to your style, Depop gives you access to millions of unique items with just one click. It’s not just shopping. It’s a new way to discover, explore, and curate the clothes that define your style. Shop the world’s closet. Discover something new with every click. It’s not a search — it’s a guarantee.
MAIN IDEA: The Search Bar Guarantee.
The Search Bar Guarentee.
The Search Bar Guarentee.
Depop will have an interactive billboard where people walking by can type in any search they desire, no matter how specific. Depop will come up with a match for their description.
Mix & Match Filter
Depop will have an AI filter on TikTok and Instagram stories, that will find the exact item on Depop you are trying to describe.
This will inspire users to download the Depop app and search for more unique items that are too hard to describe anywhere else, where other stores will only come up with “no results”.
