Depop touts ability to support consumer incomes with Depoponomics'

"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 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."

"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."

Depop launched Depoponomics to position resale as a practical way for consumers to earn extra cash and cover everyday expenses. The effort centers on a 30-second spot set to Kelis’s 2003 single "Millionaire," featuring Kelis in a cameo and visuals that turn preloved items into cash. The campaign highlights functional platform features, including fee-free selling, and includes a curated Depop shop with items worn in the campaign plus short-form social content. The multichannel effort runs through May 31 and aims to attract new users amid ongoing financial constraints and economic uncertainty.

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