Our initial step was to develop a strong understanding of Depop. To do this, we mapped out the current user journeys for both buyers and sellers, aiming to identify key pain points or opportunities that could inform the direction of our campaign. This analysis was followed by a collaborative brainstorming session, where we gathered all of our insights and observations. These ideas were then organized into a comprehensive mind map, which helped shape the foundation of our creative approach.
Moodboard
User Journey
Brain Dump
Ideas Dump
Our initial concept evolved into a campaign called "depopRN" — a proposed new feature designed to transform the way users buy and sell on the app. Instead of waiting days for delivery, users could browse local sellers' online stores, make a purchase, and collect the item on the same day. This idea tapped into Gen Z’s desire for instant gratification and reduced wait times, aligning with their fast-paced lifestyle. Not only did this concept cater to user behaviour, but it also offered a unique selling point that could help Depop stand out in a competitive market.
Instagram Post
Instagram Post
Billboard Post
U.I Poster
Upon receiving some feedback, we decided to take a step back. While keeping with the insight that Gen z want things now - we created a new campaign which was eventually the one we submitted:
Opportunity
We need to remind everyone why Depop is THE resale platform for the younger generation, bringing community and conversation back to the heart of Depop’s brand.
Locker Location
Code Placement
Code Placement
Locker Finder UI
Insights
The average attention span for Gen z individuals is only 8 seconds. Gen Z is the most impatient generation, shaped by today’s fast-paced digital landscape. Platforms like TikTok and YouTube Shorts have conditioned them to consume rapid, short content, reinforcing their expectation for instant gratification.
Proposal
Leveraging Gen Z's craving for quick rewards, Depop Decode transforms second-hand shopping into a wild scavenger hunt. Cryptic codes will start appearing across several UK cities, teasing a major fashion drop on 20.03.25. Mysterious messages will pop up everywhere-but only those in the know will crack the code, making it an exclusive experience for the target user.
Step 1 - starting the buzz
In the weeks leading up to the drop, Depop will begin teasing an event set for 20.03.25. Cryptic posters will start appearing around town, while Depop’s Instagram will be overtaken by this mysterious messaging. The goal? To make it feel less like an ad and more like an organic, underground movement that has come out of nowhere.
Instagram Post
Instagram Post
Instagram Post
Instagram Post
Instagram Post
Instagram Post
Step 2 - finding the codes
On the day of the launch, codes will start appearing all around the town - on billboards, posters and stickers. Some billboards will appear blank initially, with a small red corner peeping through, encouraging users to it away, revealing a code underneath. The codes will guide you to hidden lockers, each holding rare Depop pieces waiting to be discovered!
Code Placement
Sticker Code Placement
Tear Off Code
Billboard Code
Billboard Code
Step 3 - locate the lockers
Once users have found a code, they can scan it with a new section of the depop app, which will guide them to the approximate location of a matching locker. There’s no way to know if the item will still be there—but that’s all part of the game! If it’s gone, it’s on to the next code.
Collect the goods
Lockers will be strategically placed in high-footfall areas where Gen Z naturally gathers, like outside pubs and bustling high streets. Once users claim their fashion find, they have two choices—keep it if they love it or sell it on Depop and cash in!
Locker Finder UI
Locker Placement
Locker Placement
Locker Placement
Submitted Video
Sticker Placement On Phone
Ribbon Wrapping For Clothing In Lockers
Group Project - William Rees-Long, Kate Rowan & Tabitha Briar
