ITV & eBay: Finding love in the least likely of places

ITV, a broadcast channel, and eBay, an e-commerce company, partnered together to recapture their cultural clout, propel the eBay brand into the world of fashion and bring second-hand clothes shopping into mainstream.

Executive Summary

They say love works in mysterious ways, but if we've learned anything from watching nine series of Love Island, it's that you can only find love by "moving mad1" (brace for lots more Love Island lexicon).

When the nation emerged from lockdown in 2021 the world looked very different and one of ITV's most successful shows, Love Island, was no longer sure of its place within it. Viewing, during a summer when holidays were down 20%, failed to return to its pre-pandemic levels as viewers began to question whether the show deserved their attention....

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