Wallapop, Gold for Brand Building at the Eficacia 2024 Awards

Jane Anderson
Jane Anderson
Jon Kortajarena en un anuncio de Wallapop

Wallapop has been recognized with Gold in the Brand Building category in the Efficiency Awards 2024an award shared with creative agencies Revolt and Monkey Madrid, and also with the media agency IPG Mediabrands. This recognizes the creative journey that the company has made from a transactional tool to a brand that promotes conscious and responsible consumption.

The jury of the awards organized by the Spanish Association of Advertisers has considered the actions of communication and advertising carried out by the second-hand platform between 2021 and 2024. A period in which Wallapop has managed to not only become the leader of the category in our country, but also contribute to a positive thinking movement about reuse among citizens.

Sarah Chemouli, CMO at P&G Spain, has indicated that giving the Gold to Wallapop in this category was “an evidence”. He pointed out that it is a brand that has managed to create a new category and that has managed to evolve from “the transactional to the realm of emotions”. She has highlighted her courage in doing so without talking about herself, but rather talking about the future that is possible if society itself changes.

In addition to competing in the Brand Building category, in which it is participating for the second consecutive year, Wallapop was also among the finalists in the Most Original and Disruptive Strategy section, in which it was running with the “Thank you, brands” campaign.

Wallapop’s path from transactional to conscious

“Changes” in 2021

Wallapop, founded in Barcelona in 2013, focused the first years of its marketing and communication strategy on the pplatform properties and economic advantages that it offered to users. Under the concept “If you don’t like it, upload it,” it invited consumers to get rid of items they no longer used to get money in exchange.

At the beginning of 2021, the company decided to pivot its communication to boost relevance with a more elevated and emotional discourse and a positioning focused on providing value to people. The campaign “Changes”; conceived by the then independent Creative Director Jesús Revuelta and the Mono Madrid agency, it materialized the beginning of the transformation. Starring actress Lola Rodríguez, the campaign presented the platform as an ally of vital changes and positioned it as a challenger brand that redefined the second hand towards humane and responsible consumption.

That same year, Wallapop reinforced itself as an agent of positive impact on the environmental level with the campaign “Price and at what price”, which encourages young people to participate in the circular economy. She also carried out a special action during the Los40 Music Awards, in which actress Ana Fernández showed off the label on her dress showing the garment’s carbon dioxide and water consumption.

“What’s done is done” in 2022

In 2022 Wallapop launched its communication platform “What’s done is done” with which it has since promoted a culture of use and reuse. The campaign launched an inspiring message that pointed out that the positive is not to consume more, but to consume better, all in a context of growing concern for sustainability.

With “What’s done is done”, as the brand pointed out in that edition of the Eficacia Awards, it managed to get 25% of society associate the brand with sustainability; that 51% of Spaniards stated that platforms like Wallapop help make consumption more conscious; and that 55% considered that these types of tools promote the circular economy.
Furthermore, in 2022 Wallapop closed with a turnover of 71.6 million euros, that is, 39% more than the previous year.

“Thank you, brands” in 2023

Throughout 2023, the company’s strategy focused on transforming the social perception of second-hand, with messages that focused on quality, durability and value for money of the products. He did it, among other things, with the campaign “Thank you, brands,” in which he alluded to products from iconic brands, such as Levi’s, Miele and Lexus. Wallapop maintained the claim previously used and relied on the protagonists of previous actions, thus taking reuse to the communication itself.

In that year, the platform celebrated its tenth anniversary with a documentary that conveyed the real stories of its users; and with a study that analyzed its positive contribution to the environment. Among other things, it was noted that purchases on the platform had saved 510,535 tons of CO2 emissions and more than 20 billion liters of water.

The strategy and commitment to creativity have not only made Wallapop grow and give new meaning to the category, but may even make it change categories. At least mentally, the reference in terms of competition is no longer just other second-hand platforms, but large retailers such as Amazon, Zara, or MediaMarkt.”; Jesús Revuelta, Founder & Creative Director of Revuelta, told us a few months ago in statements to reason.Why.

The strategy had an impact on the brand, since Wallapop was the one that improved its perception the most in 2023 in Spain, according to YouGov’s “Best Brand Ranking 2024” report.

“What we need new” in 2024

Throughout 2024, Wallapop has focused, already from a consolidated position and as a reference for consumers, on growing the circular economy and teaching the impact of consumption. He has worked on this with the campaign “What we need new”, starring the actor and model Jon Kortajarena, and with which he has invited us to question the need to acquire new products.

This campaign has continued in “I offer myself”, with which Kortajarena himself offered himself to those publications that wanted to produce an editorial piece on conscious consumption. It also made available a series of photographs, which reflected the forces that drive consumption, taken by the fashion photographer Txema Yeste and the stylist Laura Vandall. SFashionthe fashion supplement of The Countrywas the one who echoed the message.

Among its most recent actions, Wallapop has collaborated with Tinder and The Tagliatella to bring your proposal to new audiences and consolidate your community; and has launched a “not new collection” with designer Moisés Nieto to promote second hand. It has also challenged the habit of storing objects that are not used with the campaign “We save.”

There is a clear purpose, which is to grow the circular economy, which is communicated honestly, and that is not only contributing to our brand equity, but is really bringing people closer to another way of buying and understanding consumption.“, commented Rubén Navarro, Vice President of Brand at Wallapop, to reason.Whya few months ago.

Wallapop’s award for Brand Building adds to a solid list of recognitions which, over the last few years, includes the National Creativity Awards, El Sol, the BCMA awards, the Inspirational or El Ojo de Iberoamérica.

Information complement. This topic was discussed at one point in the gathering “The Present of Advertising Creativity” designed and convened by reason.Why with the collaboration of Atresmedia. Here you can see the cut in question and if you are interested in the topic you can see the complete gathering or listen to the edited podcast.

Efficiency Awards 2024

Wallapop competed with others 8 brands within the Brand Building category: Jumpers, Banco Santander, Johnnie Walker, Grefusa, Cruzcampo, Lidl, Mutua Madrileña and KFC.

Last year the Gold in Brand Building went to Cupra, and the creative agency &Rosàs and the media agency PHD Media, for the positioning achieved for the automobile company since its launch in 2019.

Regarding the general balance of this 26th edition of the Eficacia Awards -organized by the Spanish Association of Advertisers-, a total of 284 cases were submitted to them. The Eficacia 2024 short list has been made up of 103 cases (36.2% of the total) corresponding to 58 advertisers and 81 agencies.