STRATEGY

Brands jumping into social conversations? That’s everyday business.
Finding a moment that’s unique, culturally relevant, builds the brand and drives results? That’s a different game… and somehow, Wallapop pulled it off (again).

Every millennial in Spain was locked into the drama: the Leire vs. La Oreja de Van Gogh situation, the rumors about Amaia coming back… speculation everywhere, conversation on fire.

And honestly, there’s no better moment to step in and play.

IDEA

We started from something completely native to Wallapop: selling what you no longer use.

Then we tied it to a cultural moment everyone was already talking about—Leire leaving La Oreja de Van Gogh.

Leire Martínez, right in the middle of closing a chapter, did what actually makes sense when you’re starting over: she got rid of everything that no longer fit her. And she did it on Wallapop.

What looked like just another action on the platform actually tapped into something much deeper—and instantly recognizable: the act of letting go to move forward.