Depop,has unveiled an OOH campaign that gives a name to the irresistible high of scoring the perfect vintage piece—Depopamine.
‘Depopamine’ – The Euphoria of Secondhand Fashion
The term Depopamine encapsulates the rush of joy that comes when a long-sought fashion item finally appears. By naming this feeling, Depop creates an emotional hook that resonates with its style-savvy community.
With secondhand fashion growing three times faster than the overall market, this campaign cements Depop’s role as more than just a resale app—it’s a lifestyle.
Minimal Words, Maximum Visual Impact
The campaign’s minimalist strapline, “found it on Depop”, lets the visuals speak volumes. By using visceral, human reactions, the ads spark curiosity and make viewers feel the excitement of the hunt.
This visual-first strategy is a hallmark of strong out-of-home advertising, where quick impact is essential to capturing attention in high-traffic areas.
From the Streets to the Screens
Beyond its prominent placements in Manchester and Liverpool, the campaign extends to Instagram and YouTube, ensuring the Depopamine message reaches audiences across both physical and digital spaces.
This omnichannel approach reinforces the brand’s position at the intersection of street culture, fashion, and tech.
A Mission to Make Fashion Circular
Sonia Biddle, Depop’s Chief Product Officer and interim market leader, explains that the campaign aligns with the company’s mission to make secondhand fashion the most inspiring alternative to buying new.
By showing real human reactions, Depop aims to make the sustainable choice feel just as thrilling—if not more so—than purchasing fresh off the rack.
Lessons for OOH and Fashion Brands
This campaign is a reminder to best billboard advertising companies that emotion drives engagement. By linking sustainability with a tangible, exhilarating feeling, Depop turns a marketplace transaction into a personal victory.
It’s proof that in both fashion and advertising, the best finds are the ones that make your heart race.
A Playbook for Future OOH Success
For best billboard advertising companies, the Depopamine campaign is a case study in emotional branding. It shows that when a brand captures an authentic feeling, the audience doesn’t just see the ad—they feel it.
It’s proof that in modern advertising, the right mix of minimalism, cultural insight, and human emotion can make a campaign unforgettable.
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