Depop

O V E R V I E W

A fashion ecosystem powered by the Gen Z community…

Depop is a mobile app that allows users to buy, sell, and discover unique secondhand items to promote sustainability. The platform has thousands of small business owners passing down the stories, designs, and cultures of their clothing pieces.

During the height of the COVID-19 pandemic (from July 2020 - April 2022), I opened up a small online thrift and consignment store called Closeted Wonderland on the platform to promote inclusion in fashion and create a safe space for self-expression.

I used social media platforms, such as Instagram and TikTok (for editing videos) to advertise my small business to hundreds of Gen Z worldwide. On a macro level, I created design assets and strategized the copywriting for my Instagram account, edited videos, and conducted competitive analysis and market research to understand my target audience.

M Y S T R A T E G Y

Using K-pop and K-drama cultural references popular in Western media to drive traffic to my Instagram and my Depop store

After conducting a competitive analysis of successful brands on Depop, I discovered many of them had a niche market they targeted, allowing them to stand out. That’s when I decided to rebrand my store! Due to my expertise in K-pop and K-drama culture, I incorporated those themes into my brand. Due to the rise of BTS’s popularity and the obsession with K-dramas in Western media, I experimented with this niche target audience.

S O C I A L M E D I A C A M P A I G N

Shaping the To All the Boys I’ve Loved Before Valentine’s Day campaign…

With the release of the third installment of Netflix’s popular movie series, To All the Boys I’ve Loved Before in February 2021, I spearheaded a social media marketing campaign centered around the film for Valentine’s Day while also promoting my Valentine’s Day Sale. By using hashtags related to the film, I increased the traffic to my Instagram by 20% and increased sales revenue by 15%. Since a lot of K-drama lovers also enjoy this film series, I was able to maintain brand consistency and expand my target audience reach.

For my Valentine’s Day sale, I also used songs that were trending (TXT’s “Blue Hour” and “I’m in the Mood for Dancing” by YUJU) on TikTok to connect with my target audience of Gen Z.

Keep in Touch

☕ For work inquiries or to grab a cup of coffee (… or bubble tea), e-mail me at hello@alyssaguo.me.

Thank you so much for reading! 💖