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A totally new concept that’s a little bit out-of-home, a little bit mobile, a little bit influencer and partnerships marketing. Simply put - an activation that allowed fans of circular fashion brand Depop to “shop the look” of iconic locations across Los Angeles, by snapping unique QR codes that would instantly launch curated collections for everything from Pink’s Hot Dogs to Venice Beach.
Depop is a circular fashion company that wanted to build awareness in the US.
Depop’s marketplace is so vast you can take inspiration from anywhere, and find it as fashion on Depop.
In LA, there’s inspiration around every corner (if you know where to look). With trends moving faster than ever, everyone is constantly looking for fashion inspiration. So we met people where they were—literally. In LA’s record stores, nightclubs, restaurants, and more, we identified unexpected sources of fashion inspiration. Then, we enabled them to turn those ultra-hip destinations into looks on Depop.
Some of the most well-known fashion and culture publications including Paper Magazine, HypeBeast, and HypeBae have praised the grassroots campaign. It has also been hailed by top local style influencers.
We achieved our goal of creating buzz for the brand, with nearly 2 million views on TikTok, 2.4 million views on Instagram reels and over 13 million earned media impressions. And while driving sales wasn’t the goal, we achieved 3,000 QR codes scans and saw a lift in listings per lister in LA directly attributable to the campaign, which inspired Depop users to use it even more.
Young people in LA are living at the very intersection of fashion and culture. Not to mention, there’s no other city in America that has as many eyes on it as Los Angeles, given the amount of star power—and, in recent years, influencers—that reside in the city.
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