D&AD New Blood 2025 — Depoints
The Brief
Brief set by Depop for D&AD
Depop has consistently been the youth resale platform in the UK. However, with a more crowded market than ever before, how might we make Depop the talk of the town once again for those who have forgotten or dismissed them? The brief challenge is to develop a campaign that gets people not only talking about Depop, but engaging with it too.
The Problem
With its toughest competition yet, Depop is no longer the number one choice for circular fashion among 18–35 year olds in the UK. More than half (54%) of customers are opting to use Vinted instead, for lower prices and better bargains. Research found Depop has a perception problem, being seen as an app "full of resellers" and what consumers deem to be overpriced goods.
Additionally, many users felt that Depop was exclusive, with its inner ecosystem being perceived as inaccessible by new users. It was also found that users on Depop aren't incentivised enough to approach the app as both buyers and sellers, missing out on its "circular" approach to secondhand fashion.
The Solution
The solution is Depoints—a rewards system that Depop will introduce to its service. The newest way to save on secondhand fashion and keep it circular on Depop.
For every item a user buys or sells on Depop, they will receive an amount of Depoints to collect in their in-app balance. You'll then be able to use your Depoints to discount the price of your next purchase. In three easy steps: 1. Store 2. Spend 3. Save.
Depoints will directly combat Depop's inflated prices and user turnover problem. Encouraging users to again opt for Depop over its competitors, breaking down barriers to entry, disrupting the market, and strengthening Depop’s ethos—to keep it circular.
We want to position Depop at the front of our users minds with a simple question: What’s the point if it’s not Depop?
For every item a user buys or sells on Depop, they will receive an amount of Depoints to collect in their in-app balance. You'll then be able to use your Depoints to discount the price of your next purchase. In three easy steps: 1. Store 2. Spend 3. Save.
Depoints will directly combat Depop's inflated prices and user turnover problem. Encouraging users to again opt for Depop over its competitors, breaking down barriers to entry, disrupting the market, and strengthening Depop’s ethos—to keep it circular.
We want to position Depop at the front of our users minds with a simple question: What’s the point if it’s not Depop?
