Depop Activation
Case Study
Upcycling for a Cause: Cat Footwear's Depop Activation with Influencers.
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Total amount raised was £3,422.88
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We had a social reach of 46.8k
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Our total interactions surpassed 10.1k
The Challenge
Cat Footwear had a significant amount of dead stock they wanted to dispose of sustainably. They also aimed to improve brand awareness and create engaging content for social media.
Through our initial analysis, we recognised the following challenges:
- Disposing of stock that hadn't sold before, would need creative ways to be sold.
- How would we be able to dispose of anything that was considered dead without impacting the environment.
- Working with a limited budget would require creative and engaging content in the correct regions.
The Solution
To solve the problem I came up with the idea to collaborate with Depop abd highlight our partnership with the Ore Project, a charity dedicated to nurturing young people's talents by offering support for hands-on skills, and building self-esteem.
We strongly believe that everyone should have the opportunity to find a career they enjoy, so all the proceeds from this initiative would go to them. We teamed up with four artists to reimagine and customize iconic footwear silhouettes. This initiative breathed new life into Cat's classic styles and nurtured creativity and engagement within our community.
We uploaded all products on the Cat Footwear Depop page, featuring 50 archive styles alongside 50 unique artist-designed styles. The page garnered high levels of positive feedback, leading to the successful sale of 98 pairs, with artist styles making up 85% of the sales. As a result, we donated £3,422.88 to the Ore Projects.
Summary
Over a three-month period, we were able to:
- With limited budget, dispose of dead items via selling or initiatives.
- Raise money for Ore project.
- We would need to find a middle ground between low-volume high-intent keywords and the high volume keywords due to the fact that we may not be able to compete due to a limited budget against a larger competitors.
- We needed to identify the best-selling products on Google to be able to create product-focused ads.
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