Öpinionated’s Creative Journey: A Look at the Depop Campaign and More
Öpinionated has been on a winning streak lately. From accolades at the Ad Age Small Agency Awards to recognition at the Cascadia Creative Awards, the agency is gaining momentum and attention for its innovative work. One standout project contributing to their recent success is the campaign they created for Depop, a global online marketplace for vintage fashion.
Cristina Thorson, a copywriter, and Priyanka Pai, an art director at Öpinionated, discussed the details behind their Depop campaign, the creative process and what they learned.
The Depop Campaign: A Shoppable LA Experience
Depop, a popular vintage fashion marketplace based in London, sought to expand its reach in the U.S. and capture the attention of a younger audience, particularly Gen Z. To do so, Öpinionated crafted a campaign called “Depop This Look,” an innovative activation that seamlessly blended fashion with iconic Los Angeles landmarks.
The team placed QR codes at popular LA spots like Pink’s Hot Dogs, Venice Beach, and Super Vinyl, a record store known for artist collaborations, to bring this idea to life. When people scanned the QR codes, they were taken to Depop collections that reflected each location’s unique aesthetic.
Pai explained the reasoning behind choosing LA for the campaign: “It’s such a huge cultural hub, and it gave us the flexibility to tap into different styles and subcultures, from skate culture to something more high-end.” The campaign was designed to showcase the wide variety of fashion available on Depop, catering to diverse demographics across Los Angeles.
Building Authentic Connections with Gen Z
One of the main challenges for the Depop campaign was ensuring it resonated authentically with Gen Z, Depop’s primary audience. Thorson noted that authenticity was crucial, especially since Gen Z values transparency and genuine connections with brands. “We wanted to show that you can get fashion inspiration from anywhere, and Depop is the platform where you can find those unique styles,” she said.
In addition to the physical activations, Öpinionated tapped into the power of influencers—an essential part of Depop’s marketing strategy. The influencers, who were local to LA, helped spread the word about the campaign, generating online buzz and press coverage from popular outlets like Hypebeast and Paper Magazine.
Creative Strategy and Design Approach
From the start, Öpinionated’s creative strategy was rooted in merging iconic LA spots with Depop’s fashion-forward offerings. The campaign needed to be visually striking while maintaining Depop’s brand identity across various environments, whether a hot dog joint or a skate ramp.
Pai explained the design approach: “We intentionally kept the design simple and agnostic to the locations. We wanted the QR codes and posters to stand out in places like Pink’s, which is known for its bright pink branding. Using Depop’s signature black, white, and red colors helped create a cohesive thread that tied the campaign together.”
Once users scanned a QR code, they were taken to a customized landing page to shop collections inspired by the location’s aesthetic. This approach allowed for flexibility and personalization, offering users a shopping experience tailored to the moment.
Challenges and Lessons Learned
As with any major activation, the Depop campaign presented its share of challenges. Managing logistics across Los Angeles, coordinating with influencers, and ensuring that every design element was executed perfectly required meticulous planning.
Pai reflected on the learning experience: “This was one of our biggest activation projects to date, and it taught us a lot about managing multiple moving parts, from coordinating with vendors to making sure the landing pages aligned with the locations.” She emphasized how the project helped the team grow new skills in large-scale activations.
Thorson added that working with influencers brought its own unique challenges. “It’s a bit of the Wild West when you’re working with influencers. There’s a lot less structure than traditional media, so you have to be flexible and trust that they’ll bring something fresh to the campaign,” she said.
Despite these challenges, the Depop campaign was a success. It generated substantial online engagement and media attention while highlighting how brands can connect with their audience in authentic, unexpected ways.
The Power of Collaboration
One of the key reasons for the success of the Depop campaign was the close collaboration between Öpinionated and Depop. Pai and Thorson emphasized the importance of a strong client relationship, where trust and collaboration are at the forefront. “Depop really understood how agencies work because some of their team members had been on the agency side before,” Pai said. “That made a huge difference in how we were able to bring this campaign to life.”
Thorson echoed this sentiment, noting that having a client who viewed the agency as a partner rather than a vendor was instrumental. “The client-agency relationship is critical,” she said. “When you have a client like Depop, who trusts you and gives you creative flexibility, it makes you want to run through walls for them.”
Looking Ahead: What’s Next for Öpinionated?
Following the success of the Depop campaign, Öpinionated continues to work on exciting new projects. The team has been busy with their partnership with Dick’s Sporting Goods, working on the Kalia brand, and tackling projects for Panda Express.
As for what’s next, both Pai and Thorson expressed excitement about the agency’s future and its continued focus on creative innovation. The culture at Öpinionated plays a big role in fostering this creativity.
Thorson summed it up best: “The people here are what make it such a joy to come to work every day. We have such a great team, and that energy comes through in the work we produce.”
