The Guardian has collaborated with eBay to launch a wide-scale pre-loved fashion campaign, encouraging readers to make sustainable gift choices.
The new multi-branded platform campaign incorporates branded content, running across digital, video, newsletters, social and print Guardian formats, and features tips from influencers including Patricia Bright, Jordan Stephens and Otega Owubu.
The platform will allow consumers to purchase pre-loved designer items in time for Christmas, including handbags, shoes, jewellery and watches on eBay.
As well as the branded content, eBay is sponsoring the Guardian’s weekly fashion newsletter and is set to own the newspaper’s online fashion pages, while being promoted alongside digital and print display advertising.
The move follows on from the Guardian unveiling its ‘scale, influence and integrity’ values at its 2023 Upfronts, with the wide scale campaign illustrating all three elements and set to reach over 11 million readers.
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“This is the first time the Guardian has ever created a pre-loved fashion campaign of this scale. eBay and the Guardian work perfectly together because we share the same approach to Christmas – it can be luxurious without being wasteful,” said Guardian Media Group chief advertising officer Imogen Fox.
eBay head of media and investment Toby Foy added: “The growing interest in pre-loved fashion is also extending to the luxury world as more people look to purchase luxury items and accessories sustainably.”
“Embracing pre-loved fashion isn’t only a smart financial decision but also a compassionate choice for our planet.”
“This is why we believe that partnering with the Guardian and its diverse readership across platforms will help us highlight the value of authentic pre-loved luxury this Christmas season.”
EssenceMediacom creative futures lead Holly Carter said: “As an agency we’ve been thrilled to partner up the growing up the growing world of eBay pre-loved with the editorial integrity and authority of the Guardian.”
“Allowing us to inform readers on the advantages of buying pre-loved on eBay as a more sustainable financially friendly option this Christmas.”
Featured Image: The Guardian
