black on depop
the challenge
Depop challenged ON ROAD to create a Black History Month campaign that elevates the whole Black Depop community. This required a full service approach, with ON ROAD carrying out the research, strategy and the creative for this project, co-creating the campaign with both internal Depop stakeholders and external Black owned businesses in the process.
This community seeks out the freedom to explore their creative interests and craft, without the limitations and expectations of pre-existing cultural narratives around Blackness.
the insight
We uncovered a need for a campaign that celebrated the full spectrum of Black identity, and also found that Black-owned spaces are critical to elevating the community as a whole.
Gaining significant traction online, we were incredibly proud to see this campaign challenge preconceived notions of blackness and create a space for the black Depop community to call their own through the #blackondepop hashtag. By enabling Black sellers through this new platform, we were able to begin bringing equity back to the community by boosting their visibility on key Depop real estate, resulting in more cold, hard cash in Black users pockets.