/Concept : The introduction of five A.I powered features on Depop’s app, which eases, shortens and streamlines the shopping experience. It’s USP being: Best in the class UX: A virtual best friend personal shopper.
Using advanced AI to optimise the user journey. Intelligently intuitive, quick, easy and fun. Video one showcases each feature.
The Gallery, The dressing room, Calendar, Chat, Google Assist
Video two exhibits the marketing material created for the launch campaign ‘Depop is your’, which communicates what Depop will become with its new A.I developments. Short, punchy, capsulising visuals were created to suit Depop’s existing distinctive identity, and their gen Z consumer’s. They are formatted for a variety of digital platforms which will effectively target this consumer group, with Youtube and Tik tok being key features.
Additionally, a business plan was constructed which included targeting consumers’ profiles, and an examination of the ethical market sector. Competitors were also investigated, and a SWOT analysis was performed. The full operational process and financial considerations were planned and outlined, with justification to support.
A 12-month marketing strategy was split into three phases to allow the process of iterative design to be used. This involves reviewing each campaign in phase one and two by analysing the data captured through several methods including click-throughs and engagement rates. For phase three, the highest performing strategies will be selected and refined; this process is called data-driven design.
The full business plan is displayed below.