Today, eBay UK, the returning pre-loved fashion partner of Love Island celebrates the latest series launch with a new multi-channel campaign, which encourages shoppers to ‘Couple Up With Pre-loved’.
Following the initial announcement of the partnership in 2022, eBay UK has seen 1600% more searches for ‘pre-loved clothes’ and 24% more new circular fashion businesses have joined the online marketplace.
New research from ITV also reveals one in two (53%) of Love Island viewers aware of the eBay partnership said they’d bought pre-loved in the past three months, more than double the amount for those who hadn’t watched or been aware of the partnership.
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The partnership was conceptualised by MediaCom (soon to be EssenceMediaCom) and ITV, and brought to life with a fresh strategic position and creative campaign led by DEPT® and supported by McCann London and Weber Shandwick. Continuing to drive the conversation, eBay UK’s new multi-channel campaign encourages shoppers to think pre-loved first and inspires a more conscious way of shopping. It will be delivered through a 360 multi-channel activation, will run across TV, VOD, social, digital and the dedicated Love Island app, with eBay branding and clothing showcased across each touchpoint.
The 10” AV spots developed by McCann London, see a diverse collective of Love Island influencers and commentators getting dressed up and staying in for the big event – tuning into Love Island. eBay aims to drive talkability by leveraging eBay’s Stylanders – fashion-forward influencers who are known for their commentary on the show such as Sarel Madebra, Jilly Isabella, Crispin, and eBay’s Pre-loved Fashion Ambassador Tasha Ghouri.
Launching today across ITV2 and ITV2+1, the co-branded TVCs will run during the series and continually across VOD on ITVX. The campaign was written and art directed by Ran Stallard and Amanda Devarajan at McCann London and was directed by Lucrecia Taormina at PrettyBird Productions.
eBay’s social channels will also be at the heart of the action, presenting the new Islanders unboxing items from their hand-picked pre-loved wardrobe, helping users find similar items from the show on eBay and getting in on all the pre-loved fashion goss – brought to life by DEPT®.
eBay UK is providing pre-loved clothing for Islanders and for the first time, a selection of authenticated sneakers and items from eBay’s Imperfects range. To dress like the Islanders and shop for your own Pre-Love Island look, head over to the dedicated Love Island hub on eBay UK – curated by FEED.
And finally, after coordinating the announcement of the partnership in collaboration with eBay, Weber Shandwick will continue to drum up excitement for pre-loved and drive behaviour change via press throughout the series.
Kirsty Keoghan, Global GM of Fashion at eBay said: “Following the success of eBay’s partnership with Love Island last series and the impact it had on the fashion industry, we’re delighted to be returning as the pre-loved fashion partner of the show. It’s great to partner with ITV on another series to show pre-loved isn’t just a trend, it’s here to stay and we are hopeful that we can inspire even more people to consider pre-loved first.”
Bel Moretti, Creative Director at DEPT®, added: “We are proud to be a part of such an important and necessary partnership. eBay x Love Island is continuing to democratise pre-loved fashion, normalise the behaviour and show a mainstream audience the untapped potential. Round two was brought to life in a truly integrated end-to-end campaign approach that suited our second screening audience. Raising pioneering voices and conversations rooted in digital culture.”
Rob Webster and Alexei Berwitz, Creative Directors at McCann London commented:“eBay’s sponsorship of Love Island was a landmark moment for pre-loved fashion. These beautifully directed spots are the next step in the journey, positioning pre-loved fashion right where it belongs, firmly in the mainstream, for primetime consumption.”
Bhavit Chandrani, Director of Digital & Creative Partnerships at ITV, said: “Our work with eBay for the last series of Love Island really showcased how powerful ITV can be in shaping consumers’ awareness and behaviour so I’m thrilled that the partnership is returning for the latest series. eBay’s multi-channel campaign highlights the numerous opportunities available to brands when they couple up with the biggest shows on TV and I can’t wait to see the continuing impact of their work.”
Holly Carters, Creative Systems Content Lead at MediaCom, added: “Year one of the Love Island eBay partnership was an undoubted success and we are proud to see this pioneering partnership return for a second year. eBay and ITV are breaking barriers to provide Gen-Z audiences with a culturally relevant and pre-loved alternative to fast fashion.”
