Case Study: eBay boosts pre-loved fashion interest with EssenceMediacom

eBay boosts pre-loved fashion searches 7000% with EssenceMediacom

The customer eBay, a major online retailer, faced the challenge of making pre-loved clothing desirable to Gen Z and Millennials to combat fast fashion, despite having sold these items for years. The vendor EssenceMediacom was tasked with rewriting the narrative to ignite a second-hand clothing revolution and shift consumer perceptions.

EssenceMediacom's solution was to partner with the popular TV show Love Island, strategically placing pre-loved fashions on the show for the first time and creating shoppable edits for viewers. This was supported by co-branded advertising and social content. The campaign achieved incredible results, generating over 1,700 positive press pieces and driving a staggering 7,000% increase in searches for 'pre-loved fashion' on eBay.

eBay