Dive Brief:

• Online fashion reseller Depop launched a national campaign, “Depoponomics,” that positions resale as a practical way to earn extra cash, according to a press release.
• Key to the campaign is a 30-second spot set to the 2003 single “Millionaire” by Kelis, who also makes an appearance in the ad. Creative shows how selling on Depop can help consumers afford everyday expenses like groceries and nights out.
• Kelis also curated a Depop shop page featuring items worn by her in the campaign, which will be supported by short-form social content. The multichannel effort will run through May 31 and follows the brand’s fall campaign, “Where Taste Recognizes Taste.”

Dive Insight:

Depop is highlighting the ways in which personal style can support everyday life for “Depoponomics.” The campaign spotlights functional aspects of the resale platform, including fee-free selling, that help consumers earn extra income. The effort aims to attract new users as consumers continue to deal with financial constraints and economic uncertainty.

“Depoponomics is about meeting people where they are financially and culturally,” said Steve Dool, director of brand and creative at Depop, in a statement. “Resale has reinforced the idea that sustainable secondhand shopping is not only imperative for a circular fashion eco-system, but for many consumers, is equally about value, ease, and turning personal taste into income.”

At the center of Depop’s campaign is a 30-second spot that begins with a woman expressing that she is strapped for cash, before a friend advises her to start selling her preloved fashion on Depop. As the woman begins taking photos of clothing and accessories to post on the platform, the items transform into cash. The ad is set to “Millionaire” by Kelis, who also makes a cameo at the end of the video, and is directed by music video director Dave Meyers.

Kelis also launched a curated Depop shop on Feb. 18 featuring items worn by her in the campaign. The shop will be supported by short-form social media content, including interviews where Kelis reflects on her personal style and the stories behind the items she is selling. “Depoponomics” is running across connected TV, digital video, social and creator content, and was created in-house.

Depop’s latest campaign comes as the secondhand market in the U.S. continues to grow, and is expected to reach $74 billion by 2029, according to data from ThredUp. The majority of U.S. consumers, 77%, own fashion items they no longer wear, highlighting the opportunity for resale platforms, per data shared in Depop’s release details. Additionally, 57% of U.S. consumers now consider resale as part of their household financial planning.

“Depoponomics” follows the resale platform’s fall “Where Taste Recognizes Taste” campaign, which debuted in September. That effort focused on the emotional connection tied to secondhand shopping and introduced the idea of a “Depopelganger,” or two people who are worlds apart but brought together by their similar fashion sense. Both “Depoponomics” and “Where Taste Recognizes Taste” are meant to support Depop’s growth in the U.S.

Depop was founded in 2011 and currently has 56 million registered users. The platform became a wholly owned subsidiary of global marketplace Etsy in 2021. Ebay on Feb. 18 announced plans to acquire Depop from Etsy for approximately $1.2 billion in cash.