Second hand, first class
| Client | Wallapop |
| Where | Spain |
| What | Retail & Consumer Products |
| When | 2022-2023 |
-30% investment in recruitment advertising campaigns ---- +65% more app downloads ---- -36% in CPR
01
THE CHALLENGE
Reversing the trend
The advance of online sales and the phenomenon of "fast fashion" makes us buy more and, generally, with less quality. As a consequence, we produce more garbage.
Wallapop has a clear challenge: to increase the circularity of second-hand products, extending their useful life and reducing waste production.
The second-hand market should cease to be "second-hand"
The second-hand market has many bargains and opportunities for consumers, but it is still haunted by a stigma that works against it. How can this be addressed?
02
THE SOLUTION
An unexpected surprise
The wow effect was key to change this stigma.
From the Wallapop team, it was decided to position the second-hand product in a privileged place: a Wallapop pop-up store in Madrid's Barrio de Salamanca.
However, there was a catch.
On the first day we opened the store, but the name remained hidden.
It wasn't until the second day that we surprised the public and revealed that it was Wallapop.
Making a difference
The great challenge of this campaign was also twofold: to create notoriety without referring to a specific brand and to effectively capture and impact this large base, generated in PR, so that Wallapop would grow.
To go further, we had the ambition to amplify this action with two clear principles: to generate relevance at scale and that every euro invested would have an impact on circularity.
To this end, we redefined the brand messages in these territories, which allowed us to get closer to the consumer in each channel.
TIMELINE
2022
2022
2022
2023
Wallapop decides in 2022 to challenge compulsive consumption and boost its core business: the sale of second-hand products.
An ephemeral store is opened to help change the perception of second-hand products and to have media repercussions.
We redefined all brand messages for this campaign and designed a media mix to optimize branding and performance.
The event is a success and combined with an AO performance strategy, the total investment per new customer is reduced by 60% without penalizing volume.
In addition, we accompanied Wallapop for a year in its digital strategy. We defined the marketing mix media to optimize the volume of new users through the discovery and frequency of use of the app, through impacts and messages in the appropriate channels.
MAIN CONCLUSION
Media and digital marketing at the service of environmental impact
THE OUTCOME
We held an event in which a pop-up store was set up to demonstrate to their customers that the second-hand market is a possible first option to make their purchase, redefining the brand's messages.
30%
cost reduction
Per customer acquired
65%
branches of shares
Successfully implemented marketing campaigns
36%
event created
Around a second-hand clothing pop-up store
68%
increase in registrations
More registered users, more active users.
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