Ebay: Pre-Loved Island

eBay, an online marketplace, partnered with ITV's Love Island in the UK to drive reappraisal of second-hand clothing by getting the nation talking positively about it, increase searches for pre-loved items and place eBay as the destination for pre-loved fashion.

Campaign details

Brand: eBay Brand owner: eBay Entrant company: EssenceMediacomIdea creation: Weber Shandwick London Market: United Kingdom Sector: Online retail Media channels: Social media, Product placement, Content marketing, Video on demand, Mobile & apps, Public relations, Websites & microsites, Online video, Word of mouth, Influencers, KOLsBudget: 1 - 3 million

Executive summary

The UK’s fast fashion addiction – particularly among Gen Z and Millennials – is seriously damaging the environment. eBay, the original sustainable marketplace, wanted to stop fast fashion in its tracks. But...

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