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ebay's plus size fashion campaign exceeds targets for purchase intent

Online retail giant roll out digital content package with Time Inc. to drive awareness and purchase consideration of their plus size fashion range.

THE BIG IDEA

ebay plus size campaign

Ebay wanted to shift brand awareness, drive engagement and purchase consideration for the brand through promoting their plus size fashion range – one of the largest fashion categories for the consumer group than any other retailer.

A ‘Plus Size Women's Fashion Hub’ was created and a commercial content package with Time Inc promoted the launch.
 

EXECUTION

Creative execution consisted of three interconnecting areas running across Look, Marie Claire, Woman, GoodtoKnow, In Style and Woman & Home:

ebay social post
  •  Native content was commissioned  across titles
  •  Sponsored social streaming
  •  Content sourced via social influencers

RESULTS

The campaign overall saw an increase in perceptions of ebay as well as positive word of mouth that went on to influence purchase behaviour.

  • 73% recommended / intended to recommend ebay to someone, exceeding the benchmark of 38%
  • 87% considered buying fashion from ebay – a 45% uplift  as a result of the campaign
  • Drove high levels of purchase with 39% claiming to have bought fashion products from ebay