E-commerce giant eBay has renewed its fashion partnership with ITV reality show Love Island for another season, launching a multichannel campaign to celebrate its ‘Pre-loved’ collection.
Brokered by WPP’s MediaCom, the partnership has been infused with a fresh strategic positioning by DEPT, supported by creative agency McCann London and Weber Shandwick.
The high-impact campaign will run nationwide across TV, video-on-demand, social media, digital and via the dedicated Love Island app, and aims to encourage Love Island fans to consume fashion in a more environmentally-friendly way by buying second-hand, or ‘pre-loved’ items.
“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,” eBay global general manager of fashion, Kirsty Keoghan said.
“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.”
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Spearheading the campaign is a series of 10-second spots developed by McCann, featuring a selection of Love Island influencers showcasing eBay’s pre-loved range.
ITV director of digital & creative partnerships, Bhavit Chandrani added: “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.”
