Masterclassing

eBay UK celebrates Love Island's return with multichannel campaign

David Murphy

eBay UK, the pre-loved fashion partner of Love Island is celebrating the start of the  latest series with the launch of a multichannel campaign which encourages shoppers to ‘Couple Up With Pre-loved’. 

Following the initial announcement of the partnership in 2022, eBay UK says it has seen 1600 per cent more searches for ‘pre-loved clothes’ and that the number of new circular fashion businesses in its online marketplace has increased by 24 per cent.

New research from ITV also reveals one in two (53 per cent) 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. 

The partnership was conceptualised by MediaCom 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. The campaign encourages shoppers to think pre-loved first and inspires a more conscious way of shopping. It will run across TV, VOD, social, digital and the dedicated Love Island app, with eBay branding and clothing showcased across each touchpoint.

The 10-second AV spots, developed by McCann London, see a diverse collective of Love Island influencers and commentators getting dressed up and staying in to watch 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.  

eBay’s social channels will feature the new Islanders unboxing items from their hand-picked pre-loved wardrobe, and helping users find similar items from the show on eBay. 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

“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,” said Kirsty Keoghan, Global GM of Fashion at eBay. “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.”