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eBay launches “Better than New” Black Friday campaign

Mellissa Flowerdew-Clarke
Mellissa Flowerdew-Clarke
Head of Marketing, Europe
Length
3 min read
Date
28 November 2022

 
Following its pre-loved fashion sponsorship of Love Island earlier this summer, eBay is continuing to demonstrate its commitment to driving more considerate shopping habits with a disruptive approach to Black Friday this year – ‘Better than New’.

Helping consumers make purchases which are better for their wallet and the planet, the marketplace is only promoting refurbished and pre-loved deals for Black Friday this year across all its marketing and onsite, including OOH, digital advertising, PR and creator content. 

Better Than New’ targets eBay’s under 35 and core family audience. Cutting through the noise of Black Friday with an original proposition, line and overall branding, the campaign highlights through copy and hero assets why eBay offers a better choice financially and environmentally.

Eve Williams, Chief Marketing Officer, eBay UK said:“As customer mindset shifts this year to a greener focus, alongside financial pressures over Black Friday, eBay is perfectly placed to offer a better way to approach the retail moment. Elevating our current messaging of the eBay Way, ‘Better than New’ showcases our large inventory of refurbished, pre-loved and imperfect items offering customers more ways to shop the categories they want, at market leading prices and more sustainably.”

Synonymous with a desire for big discounts and deep deals, over the past few years there’s been a shift in consumer’s Black Friday shopping habits and mindset. New research from eBay found 52% of people will be shopping for second-hand or refurbished goods and consumers are intending to spend over £100 less on average than last year, as inflation bites and anxiety about the cost of living soars.

eBay data from last year also showed the nation’s appetite being ripe for this shift, as 8 out of 10 best-selling Black Friday deals purchased on the online marketplace were refurbished. 

Conceptualised by digital creative agency DEPT®, eBay’s Black Friday deals are positioned as, quite simply, better than new and better for the planet.
The ‘Better Than New’ concept has intercepted shoppers in real life, through 3,700 roadside OOH panels, tactically positioned in proximity to tech and fashion stores, alongside large format digital OOH, disruptive print formats and radio and digital Audio, delivered by Media Com.

Across the Black Friday weekend, takeovers of social and digital platforms including  Reddit, TikTok and Mail Metro to ensure eBay is front of mind when shoppers are deal-hunting.

Social activations across core channels have been activated by DEPT® for onsite; and PR by Weber Shandwick, drumming up the better ways, items and deals to shop this Black Friday.

Ali Mcclintock, Managing Director, DEPT®: “eBay is doing things differently, so we needed to do Black Friday differently too. With Black Friday hysteria sweeping the world, this was our opportunity to take a more provocative stand against this mass-market ‘new’ consumerism day. Because with eBay you can buy better than new and we’re primed to take a stand, helping customers find the best deals without it costing the planet.”

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Head of Marketing, Europe

Mellissa Flowerdew-Clarke