Challenge
Depop tasked ON ROAD with creating a Black History month campaign that elevates, supports and empowers the community. We wanted to support and elevate Depop’s Black creators through the brand, inspiring others to join the community and work towards addressing any potential racial imbalances that exist on the platform.
Approach
We began by working with Depop's Black community to uncover transformative insights that could power the campaign and shape the creative brief. From group workshops with Black sellers to extensive research with Depopers up and down the country, we deciphered our learnings and condensed them into an actionable creative strategy. Taking an audience-first approach, the ON ROAD team worked with creative agency paq works to bring the brief to life and co-produced the final assets with production partners Out Since Tuesday.
Impact
This campaign not only put an extra £40,000 into Black Depop sellers pockets, it also shone an important light on the limitlessness within the black British experience. ON ROAD produced Depop’s first ever sub brand, with #blackondepop providing both a community call to action and a perpetual space for Black Depopers to call their own.
Project Tags
Companies
Depop
- Technology