Wallapop Spain brand campaign / 21
“Changes” is a campaign starring Lola Rodríguez, a transgender actress, launched in a moment when most of us experienced vital changes: after the lookdown. The goal? Positioning Wallapop as the conscious marketplace that accompanies you through life changes.
Lola’s story inspired Lara, a 14 year old girl that was experiencing a gender transition.
We also told the stories of Paz, Manu and Pau. Real people with real changing needs.
Key results:
Historical record in Google daily searches: +117% YOY.
+ 3 p.p product quality perception (one of our main barriers)
98.793 people interested in Lola’s items, within the app.
Brand Creative team: Raquel Martinez, Omar López.
Project manager: Raquel Murcia.
Creative manager: Natacha Cano
Head of brand: Carlos Macho
Creative agency: Revuelta