Don’t be that person
Camela X Wallapop
by Little Spain
Wallapop is the leading second-hand app. Anything that happens on the street or online related to this service points directly to us. People aren’t just buying or selling; they’re authentically connecting—with all the good and bad that comes with it.
That's why we want to "embrace" all the content generated organically and integrate these realities —sometimes positive, sometimes less so— into our communication. The situations in Wallapop chats reflect who we are as a society, with our quirks, humor, and humanity. By laughing at these moments, we reinforce what makes us unique and brings us together as a community.
From here, we decided to:
● Listen actively – Creating an organic campaign that genuinely connects with users.
● Engage with our audience – Setting aside blame and using humor to encourage more respectful chat interactions.
● Turn the everyday into a cultural phenomenon – Elevating one of our most iconic memes.
The Idea
The Idea
Amid the countless memes and content about Wallapop’s surreal chats, there’s one viral trend we love: Turning conversations into songs. Since our community has organically created this trend, we’re jumping on board by turning real user chats into songs — performed by the ultimate duo in love and two-way conversations: Camela.
The idea behind this campaign is to make everything feel spontaneous, born directly from social media. To make it happen, we’ll team up with Spain’s internet legend, Cabronazi.
A post from Cabronazi will spark everything that follows, making it seem like it all started naturally.
It’s a carousel format with multiple videos of chats turned into songs (we create these using AI, making it look like Cabronazi grabbed them from different user accounts).
One of the chats references Camela — the product being sold is a Camela album, and during the conversation, part of a song lyric is quoted. The chat is then turned into a song in Camela's style.
The Hook &
The Callout &
The Hook & The Callout &
Hold my beer!
Camela replies saying they could do it better.
Wallapop hits back, telling Camela to check their DMs.
A couple of days later, Cabronazi posts a story referencing Camela and Wallapop’s comments on their post.
Then, a second story drops with Camela, recording a homemade video asking fans to send their most surreal Wallapop chats, promising to sing the best ones.
The Content
The Content
We record 5 funny chats with Little Spain representing different types of toxic Wallapop users (the one who haggles for a euro, the one offering absurd trades, the one who ghosts…) to spin the message and humorously encourage more responsible chat use.
These clips will be shared in a carousel on Cabronazi’s profile and another collaborative carousel between Camela and Wallapop.
The execution should be always part of the strategy:
That’s why for these videos, we used a unique visual style that set us apart from the competition converting these chats in music videos, distancing ourselves from the negative perceptions of second-hand shopping collaborating with Little Spain.
Don’t be that person.Use the chat responsibly.
The Results
The Results
More than just a campaign—it strengthened our emotional bond with the community and cemented our position as a true cultural icon in Spain. But the campaign didn’t just resonate with the community—it shattered impact and engagement records for the brand!
📈 Organic Performance
In just 24 hours, it outperformed any previous Wallapop content becoming the Wallapop’s most viral content ever, organically reaching over 17M impressions and 342K engagements.
✅ +655% video views
✅ +548% impressions
✅ +1338% engagement
✅ +1402% likes
✅ +1555% saves
✅ +67% app searches
✅ +592% comments, reflecting a strong connection
🎯 Brand Love Boost
Positive sentiment toward Wallapop skyrocketed +328%, jumping from 25% to 82%.
📰 Massive PR Impact
🔥 33 PR hits featuring Camela, with 67% in Tier 1 media, reaching 31M people.
🎙️ 10 national & regional radio mentions, including Cadena SER, Onda Cero, and Cadena 100.
🎧 Nearly 500K radio listeners heard Camela x Wallapop songs on air.
The Team
The Team
-
Brand Creative Supervisor & Art Director.
Lead the creative strategy and concept, oversee production, and uphold the artistic direction's quality standards from the Wallapop Team. -
Client: Wallapop
Agency: In-house Creative Team
Campaign: Wallapop x Camela
CMO: Olivia Calafat
Brand VP: Rubén Navarro
Global Creative Manager: Natacha Cano
Brand Creative Team: Ana Seró, Carlos Gómez (Independent Creative)
Project Manager Team: Marta Lázaro, Edu Rojo
Senior Brand Virality Manager: Marta Gui
Social Media Manager: Germán López
Influencers Manager: Manuela Nerini
PR Team: Cristina Gómez, Elena Custodio -
Production House: Plaza by Little Spain
Director: Guillermo Rodríguez "Gerseys"
AD: Andrés González
Executive Producer: Yago López Abril
Producer: Jonathan Izquierdo
Production Manager: Ada Fernández
Production Coordinator: Claudia Clot
Production Assistant: Jose Maria Sierra
Production Assistant: Karlos de Oliveria
Office Manager: Virginia Redondo
Photography Direction: Jorge Rico
Camera assistant: Lisa Ceinos
Camera assistant: Pedro Curtu
Video assist: Kike Sánchez
Video assist: Jesus David Toledano
Camera operator: Enrique Tarazona
Camera operator: Jorge Preciados
BTS: Rafa Andreu
DIT: Elena Gaiza