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eBay encourages shoppers to pack their summer with pre-loved

Mellissa Flowerdew-Clarke
Mellissa Flowerdew-Clarke
VP of Marketing, EMEA
7 min read
14 June 2023

eBay UK, the pre-loved headline sponsor of Love Island, celebrates this year’s series launch with a new multi-channel campaign ‘Packed full of pre-loved’. Created by DEPT®, the campaign showcases the online marketplace’s mission to change the way consumers shop for clothes and puts creators front and centre. 

A 360 multi-channel activation

This year the partnership, conceptualised by EssenceMediacom and ITV, places eBay’s vast range of pre-loved fashion at the forefront of mainstream fashion, with an important message about embracing your personal style, in an affordable and circular way. The campaign will be delivered through a 360 multi-channel activation running across ITV2, ITVX, social, digital and the dedicated Love Island app, with eBay branding and clothing showcased across each touchpoint.

Love Island is arguably the UK’s most-watched fashion show and this series, eBay will be packing it yet again full of pre-loved. In celebration of summer style, we will see a collection of influencers, loved by eBay and Love Island’s audience, styling a range of pre-loved fashion for all summer occasions. Supported by the ex-Islanders themselves styled in eBays pre-loved looks.

The campaign is rooted in the insight that people consume Love Island with a dual-screen experience – with many people watching creator content on TikTok alongside the show itself. Creators are at the heart of the campaign, including the show idents that feature Coco Sarel, Jordan Hames, Dino Bonačić and Helina Mar. The TTL campaign conceptualised and created by the agency, DEPT®, will share one common goal across all touchpoints; to showcase the vast range of fashion-forward choices eBay has to offer. Getting the planet and pocket-friendly choices that are available to our audience right under their noses.

Launching today on ITV2 & ITVX, the co-branded idents will run across all episodes of the series, on both linear and via streaming on ITVX. The campaign was written and art directed by Bel Moretti, Sasha Jackson and Immy Guest from DEPT®, directed by Danica Arias and produced by Iconoclast. In addition, the broader through the line campaign will have social media delivered by DEPT®, PR by Weber Shandwick, media delivered by EssenceMediacom and DEPT® for owned channels including on-site merchandising.

eBay will have product placement throughout the series, including the return of the pre-loved shared wardrobe, for contestants to swap and re-wear clothes. Alongside pre-loved clothing, a selection of pre-loved, authenticated sneakers and garments from eBay’s Imperfects range will also be heading to the villa wardrobe.

The Season 10 collective of influencers, will continue the conversation on eBay’s social channels, which will be at the heart of the action during the show. They are formed of influencers who have found fame talking about Love Island. Coco Sarel, Jordan Hames, Isla Loba, and ex-islanders and eBay’s Pre-loved Ambassadors Tasha Ghouri and Tom Clare will create social-first content led by DEPT® with the aim of bringing pre-loved fashion to the forefront of an organic space. EssenceMediacom, the media agency in charge of planning and organising the paid social media activity, will further amplify the discussions across platforms with engaging and innovative formats, putting eBay at the heart of the Love Island buzz.

To get even closer to the Love Island experience, viewers will be able to explore eBay’s Pre-loved Island Fashion via the ‘Shop the Show’ tab on the official Love Island app. Shoppers can also dress like the Islanders and get their own Pre-Love Island look, on the pre-loved fashion hub on eBay UK which features Love Island events.

Weber Shandwick will continue to drum up excitement for pre-loved and drive behaviour change via press throughout the series.

Alex Allcott, Brand Director at eBay UK said: “We are so excited to be headline sponsor of Love Island this year. We’ve been really pleased by the reaction to the partnership since it launched last year, and we’ve really seen an appetite for pre-loved increase on the platform. We hope to continue to lead the charge in driving consumers to shop more consciously and get their hands on pre-loved gems inspired by the villa, as they watch the drama from the show unfold.”

Bhavit Chandrani, Director of Digital & Creative Partnerships at ITV said: “We are thrilled to be partnering with eBay again for the upcoming series of Love Island. This year marks eBay’s evolution to headline sponsor, and as we continue to build on the partnership it’s great to see the pre-loved fashion feature within the villa and the sponsorship idents, for S10. It really is a perfect match.”

Bel Moretti, Creative Director at DEPT® commented: Our pre-loved campaign was inspired by the enormous amount of incredible fashion to be found on eBay. Of course, the pieces are unique and special in their own right, but this isn’t about carefully styling a single look. This isn’t about showcasing a single version of great style. This is about choice – and more importantly, the opportunity to make a purposeful one. Our goal isn’t to show people a way to dress, it’s to show people a way to shop.”

Lindsey Jordan, Head of Media Creativity at EssenceMediacom added: “It’s fantastic to see how the partnership between eBay and Love Island has evolved from the initial inception. As headline sponsors eBay are able to really drive the pre-loved message to new heights, utilising our increased media presence to drive the powerful association between the well loved show and pre-loved fashion.” 

Jessica Dyas, Managing Director of Consumer at Weber Shandwick, London commented: “The impact of the partnership between eBay and Love Island is undeniable – and there is no better evidence of this than the shift in conversation that we have been able to drive through the press. We’re excited and determined to generate even more fame for the partnership and the pre-loved movement as we embark on our third season, moving the conversation on once again.”


Project Name: eBay x Love Island 
Client Name: eBay 

eBay UK:

Brand Director: Alex Allcott
Brand  and Social Strategy & Management: Ellis Hourshid, Lizzie Burr, Alice Brimicombe & Christin Stolz
PR & Integrated Campaigns: Menreet Kaur & Laura McGuinness 

Marketing Operations & Onsite Creative Strategy: Ed Maule & Sarah Proffitt 
Marketing Operations Management & Delivery: Nicola Jones, Grace Iglesias Fernandez, Rebecca Drum & Laila Rafe.
Merchandising Lead: Lauren Hewitt
Merchandising Support: Emma Balant, Geena Mistry & Will Kelly
Fashion Team: Kirsty Keoghan Lucy Peacock & Jack Gould
Trading Support: Rebecca Long
Preloved Style Director : Amy Bannerman
Fashion Assistants:  Phoebe Schurings, Phylidda Gray

EssenceMediacom (Media)

Head of Media Creativity: Lindsey Jordan
Business Director: Christian West
Media Account Director: Tara Harris
Paid Social: Nick Jones, Eleanor Franklin
Content Lead: Holly Carters
Branded Entertainment Production: Andrew Gifford, Naomi Barnwell, Sophie Dowie, Ella Wright
AV: Luke Armstrong, Stephan Hamilton-Forbes, Alex Mansell

Weber Shandwick (PR)
Managing Director: Jessica Dyas
Associate Director: Francesca Raquet
Account Director: Jess Brand
Account Manager: Matilda Geen
Senior Associate: Lauren Kramrisch
Associate: Ella Major
Junior Associate: Grace Raji

DEPT® (Creative, Owned-Channels and Onsite)
Creative Director: Bel Moretti
Senior Lead Creative: Sasha Jackson
Senior Lead Creative: Emma Worth
Lead Creative Producer: Immy Guest
Content Creative: Tiegan Hinton
Managing Director: Ali McClintock
Business Director: Duncan Birch
Group Account Head: Charlotte Pittock-Holdsworth
Lead Account Planner: Ffi Evans
Account Planner: Vicky Major
Account Executive: Lara Murray
Production Director: Toby Baker
Head of Production: Tara Oliver 
Senior Lead Producer: Tialda Lublink
Strategy Director: Sanjit Deb
Strategist: Tom Greeves
Senior Lead Designer: Ellie McCullock
Lead Designer: Jenny Crawford
Lead Designer: Jordan O’Connor
Account Director: Emelie Hasselgren
Account Manager: Rita Fernandes
Strategy: Savannah Hanson
Creative Design Lead: Tom Foster
Creative Senior Designer: Elisha Angier
Creative Designer: Charlie Hackett
Creative Junior Designer: Kate Lloyd

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