Ebay: Pre-Loved Island

Lindsey Jordan

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands