{"id":4389152,"date":"2023-08-16T11:57:28","date_gmt":"2023-08-16T09:57:28","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/coupling-up-with-pre-loved\/"},"modified":"2025-12-05T17:07:32","modified_gmt":"2025-12-05T15:07:32","slug":"coupling-up-with-pre-loved","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-in\/case\/coupling-up-with-pre-loved\/","title":{"rendered":"Coupling up with pre-loved"},"content":{"rendered":"
\n\teBay<\/p>Coupling up with pre-loved<\/p><\/div>\n\n\n\t\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n
\n\t\t\t
\n\t\t\t\n\t\t\t\t(  Services  )\n\t\t\t<\/p>\n\n\t\t\t\n\t\t\t\t\t\t\t\t\t
  • \n\t\t\t\t\t\tBrand & Media\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t<\/div>\n\t\n\teBay, the global online marketplace, is a pioneer of thoughtful commerce. It strives to encourage shopping choices that are better for people, their pockets, and the planet.\u00a0<\/p>Within its fashion category, one of eBay\u2019s core objectives is to inspire consumers to swap fast fashion for pre-loved. And what better way to disrupt the norm and spark a movement towards a more conscious way of shopping than by partnering with Love Island; breaking up the show\u2019s long standing relationship with fast fashion brands, and influencing audiences to buy pre-loved, planet-friendly items instead.

    DEPT\u00ae expertly promoted the partnership, generating 217 million impressions across social channels, 1,400% more searches for \u2018pre-loved fashion\u2019 on its site and a 24% increase in new circular businesses joining the marketplace compared to series 8. Here\u2019s how.\u00a0<\/p><\/div>\n\n\n\t\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n\n\tPutting pre-loved fashion at the forefront of Gen Z<\/h2>\n\tAfter successfully bringing eBay\u2019s first Love Island campaign to life across digital and social channels for season 8, DEPT\u00ae was appointed lead creative agency for season 9; gaining the the ability to influence both ATL and digital channels.\u00a0

    We were responsible for developing a brand new strategy, fresh creative concept<\/a>, art direction, and always-on approach that promoted eBay as the official pre-loved fashion partner of Love Island.\u00a0

    eBay is on a mission to debunk how people see second hand clothing as too niche or \u2018used\u2019, so our strategy was to shift focus to the fashion. We put pre-loved clothing at the heart of Love Island, showcasing the vast range of quality, on-trend, pre-loved items available on its platform; helping eBay to become an authority voice on circular fashion and normalising pre-loved purchasing.\u00a0

    The benefits of this were two-fold: helping to build brand awareness for eBay while also driving growth of its fashion category.\u00a0\u00a0<\/p><\/div>\n\t\t\t\t\t\n\t\t\t\n\t<\/div>\n\n\n\tStrategic style<\/h2>\n\tOur campaign strategy was rooted in insight of the behaviors of viewers when watching the show. Love Island fans consume the show via a dual-screen experience, switching straight to social platforms during ad breaks and in between shows to debrief and watch     creator content<\/a> around the TV series.\u00a0

    We discovered that there were as many, if not more, people watching content on TikTok about the show than watching the live show itself.

    To capitalize on this, we took to social media to find the people who\u2019d risen to fame talking about the show and cast them as our \u2018Stylanders\u2019; a collective of influencers, creators and commentators who would sit at the heart of our through-the-line (TTL) activation, which ran across TV, VOD, social, digital, and the dedicated Love Island app.\u00a0

    Our Stylanders comprised Tasha Ghouri (eBay Ambassador and previous Love Island contestant), Sarel Madziya (@cocosarel), Jilly Cross (@jillyisabella) and Crispin Ngenda (@crispinion). The creators, who have a combined following of +1.5 million across TikTok and Instagram, were put front and centre of the campaign.\u00a0

    The Stylanders enabled us to make a connection between the big and small screen. This would make eBay and pre-loved fashion a significant part of the Love Island conversation in the most authentic and relevant way possible, building trust and credibility for the eBay brand.\u00a0<\/p><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n\n\tReactive creative<\/h2>\n\tTo maximise the partnership, we needed to build a fast and agile content machine that would enable various partners to collaborate and create assets for dissemination across a myriad of channels. In the two days we had on set, we captured the idents, paid social assets and editorial content, all of which served as our creative bank around the season launch.\u00a0

    To avoid creative fatigue, we produced a suite of reactive asset templates. We were also at the villa to capture fresh content around how the Islanders were \u2018coupling up with pre-loved\u2019 after choosing items from the shared wardrobe stocked with eBay finds.\u00a0

    We took control of eBay\u2019s socials to drive awareness through paid and organic channels, sharing and reacting to moments on behalf of the brand. And our community managers leaned into platform-specific trends, utilising content from the show, our Stylanders, and other influencers to maximise engagement.<\/p><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n
    \n\t\n\t\n\t\t\t\n\t\t\tNotable stats\t\t<\/p>\n\t\n\t\n\t\t\t\t\t
  • \n\t\t\t\t

    \n\t\t\t\t\t217m\t\t\t\t<\/p>\n\n\t\t\t\t

    \n\t\t\t\t\ttotal impressions\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t

  • \n\t\t\t\t

    \n\t\t\t\t\t948k\t\t\t\t<\/p>\n\n\t\t\t\t

    \n\t\t\t\t\ttotal clicks\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t

  • \n\t\t\t\t

    \n\t\t\t\t\t76k\t\t\t\t<\/p>\n\n\t\t\t\t

    \n\t\t\t\t\torganic engagements\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t<\/div>\n<\/div>\n\n\n\tCouple goals<\/h2>\n\tOur campaign concept, strategy and delivery cemented eBay and Love Island as a match made in heaven. The Stylanders accelerated results, with their posts seeing significantly higher reach and helping to engage audiences outside of eBay\u2019s existing following.

    This resulted in increased results across the board. We generated 217 million impressions – an 85% increase <\/strong>on the previous series, and 76,000 organic engagements – a huge<\/em> 230% increase<\/strong> on season 8, despite the season 9 winter series drawing in a smaller viewership than the season 8 summer show.\u00a0

    Instagram was the best performing organic channel when it came to impressions, with assets that felt native to the app, like islander outfit carousels and Stylander reels, driving the strongest results. Our focus on reactively leaning into platform-specific trends is what also made TikTok the best performing channel in terms of engagement, with some TikTok content gaining +5x more views than Love Island averages.

    Across paid activity, TikTok drove a significant 11.4% uplift in ad recall and +3.9% in brand association. Meta was key in driving traffic to the website and shifting buying intent, which increased +3.4pts, and Snapchat was a key platform for reaching Gen Z; with islander-centric content and our use of the show\u2019s recognizable music generating 2.2 million impressions.

    All of this supported a 1,400% increase in \u2018pre-loved fashion\u2019 searches on eBay\u2019s site<\/strong> compared to season 8, as well as a 24% rise in new circular businesses joining the online marketplace<\/strong>; mirroring the move away from fast fashion that people were seeing on the big screen.<\/p><\/div>\n\t\t\t\t\t\n\t\t\t\n\t<\/div>\n\n\n\t\n\tThe campaign overall drove consideration amongst those aware of the eBay and Love Island partnership.

    According to a Kantar study, 70% of online shoppers are likely to consider choosing eBay when buying pre-loved fashion, compared with only 58% of those not aware of the partnership. In addition, while only 25% of online shoppers unaware of the partnership are likely to buy pre-loved, 60% of those who were aware are more likely to do so.

    Spark a movement to a more conscious way of shopping? Mission accomplished. The campaign was actually so<\/em> successful that it led to eBay becoming the show\u2019s main sponsor for season 10.\u00a0


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