Using fan engagement to activate partnerships online

Fashion marketplace Depop partnered with Ruel for his ‘virtual’ EP launch on the rooftop of Sydney’s MCA in November 2020. They needed a digital activation, but had no local channels to leverage, having only recently launched into the Australian market in 2019.

To help connect Depop with Ruel fans, we created a consumer promotion where those set to enjoy Ruel’s livestream had the opportunity to win a $500 Depop voucher and other prizes.

We built out a custom landing page for Depop where fans were given the chance to select one of three looks for Ruel’s next photo shoot.

To drive entries, we ran a digital marketing campaign that centred around a piece of video storytelling. Produced by Bolster and shot over the course of an afternoon at Ruel’s house, the content demonstrated how Depop has become a go-to platform for Ruel.

It explored his passion and process for pulling together his ultimate outfit, his mid-century fashion aesthetic, and how music and fashion intersect in his world.

We showcased some of his favourite garments acquired over time, as well as those more recently from Depop. Once live, the videos encouraged fans to head to the microsite and pick Ruel’s look.

Through content distributed by Ruel and Bolster’s in-house LNWY.co platform, we were able to drive entries and seamlessly demonstrate how Depop and Ruel came together to build the mid-century world of his EP.