THINGS. PEOPLE. LOVE. EBAY.
THINGS. PEOPLE. LOVE. EBAY.
After pitching, JOAN is now the global agency of record for eBay. Building off of the platform Thing.People.Love, we have created numerous campaigns across markets. A brand like eBay is complex, with numerous different audiences, numerous different verticals and numerous different audience perceptions.
First up was a pre-loved fashion campaign in the US, focusing on getting the Gen Z audience, who love vintage fashion, to consider eBay as the destination. Was a full 360 with TV, OOH, social and display.
EBAY’S THE CAST
Not Your Mothers Influencer Strategy
That’s how we pitched The Cast to eBay, but a new way of thinking about talent, influence and storytelling. A cast of editors-at-large, if you will. eBay’s very own media network that can play into owned, earned and paid. A way to make eBay relevant to the audience through their voice, rather than the brands.
Making eBay a publisher, in a very modern way. With new kinds of e-commerce experiences, original series and programming, regular publishing that generates conversation and re-imagination of the role and definition of the audience.
We’ve kicked this off at the end of 2024, but watch this space to watch The Cast grow…
ebay x
Love Island
eBay’s sponsorship of Love Island has long been celebrated - taking over the spot where fast fashion has generally taken pride of place, this partnership changes the conversation around fashion. For The All Stars show, we wanted to really lean into the Love Island language that has changed culture since its advent, borrowing from the brand equity of the show and really celebrating the humour.
Yes, these were 10 second idents, but they had such relevance with the audience, TikTok kinda blew up (see film to the right), specifically around the “clinghey” spot. Can you say it?