The campaign includes press, outdoor, online display, email marketing, PR and social media and runs in an initial burst from 3 May until 30 June. It has been created by BBH with media by Carat. Onsite marketing has been led by Feed. The Partners developed the visual identity for the clothing and Outlet pages on eBay.
The campaign includes a strapline: “The clothes you love, direct from the brands you love” and spotlights a number of high street clothing brands and retailers who now sell directly within eBay’s Outlet section.
The ads aim to focus on the “deep discounts” available across a range of new clothing and fashion items, including brands such as House of Fraser, Kookai, Superdry and Office.
“eBay has been the number one clothing website in the UK for many years. The campaign communicates an exciting new way buyers can get great deals on fashion, whilst also reaching out to shoppers passionate about brands and bargains who might not always consider eBay,” says Alex von Schirmeister, VP Marketing for eBay in Europe.
A suite of onsite changes including a more intuitive visual browsing and search experience tailored specifically for the clothing category will complement the marketing campaign.