Wallapop, Spain’s leading platform for the buying and selling of second-hand goods, seeks to accompany people in their life changes.
For that reason, at a time when the Trans Law was being debated in Parliament and sparked an intense social conflict, the brand told the story of Lola Rodriguez, activist and actress starring in the Veneno
(Poison) series. And it did so by launching Veneno
with additional content on the Spanish video-on-demand platform Atresplayer, the same that produced such shows as La Casa de Papel
(House of Paper).
The additional content of the Veneno
series consists of a five-minute documentary that presents the many objects that changed Lola’s life. The star of the most successful Spanish series of 2020 provided Wallapop with those precious object to inspire others who are going through life changes. And finally, the most important item for Lola, the book entitled Memorias de la Veneno
, was passed on to Lara, a 14-year-old girl inspired by Lola and the documentary to begin her transition, thus making a reality of Lola’s wish expressed in the documentary as “May my previous life help you begin a new life.”
The documentary forms part of an integrated campaign headed by the Cambios
(Changes) documentary and backed by seven TV spots, the activation by Lola selling her objects on the Wallapop app – in which 98,793 viewers expressed their interest – plus an intense public relations campaign around the documentary and Lola Rodriguez’s point of view about her objects and the concept of “changes.”
With this integrated campaign, Wallapop aims to strengthen the brand, its relations with young audiences and improve the quality image of second-hand items. The result was a 20.8 percent growth in top of mind WoW among Gen Z, with more than 28 million impressions and 4.9 million users reached. In the days following the launch of the documentary, searches for Wallapop on Google more than doubled (+117 percent) over that during the same period the year before.
The strategy and creation of the campaign was led by Jesus Revuelta, advisor and independent creative director, who left his post as chief creative officer and member of the FCB Global Creative Council in mid-2020 precisely to dedicate himself to working on projects with some environmental protection or social activism component, and who believes that “Wallapop facilitates life changes and this campaign is all about changes and transformation. Even the brand has changed. It has moved on from a functional language to move forward in the construction of the brand with a campaign closely linked to life changes that is very contemporary and very integrated because it is entertainment, it’s social activism, it’s public relations…and the results show that it is helping construct a more attractive brand, especially for young people.
Check out the campaign here.