eBay: Find Your Perfect

This case study looks at how eBay broke the rules of fashion by casting a diverse set of real women for its 2016 ‘Find Your Perfect’ campaign.

Campaign details

Brand: eBayLead agency: DigitasMarket: US

Market background and context

eBay Fashion faces a decline in sales
  • In January 2016, the fashion business of eBay, the e-commerce platform, had witnessed a drop off in sales and user growth.
  • That outcome ran counter to the 19% year-on-year growth that had been registered by the online retail segment within the US apparel category in 2015.
  • Consideration scores for eBay Fashion also stood at 9.7%, and it was being outspent on advertising by rivals by as much as 15:1
Digital competition rises
  • Online pure-plays were competing...

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