As part of my master's course in Creative Advertising Strategy at Manchester Metropolitan University, we were set a brief with the aim of encouraging Gen Z to buy and sell with eBay. Due to its huge competition in the preloved sector, eBay wanted to come up with a solution to combat the issues it currently experiences with attracting Gen Z to its website, wanting to be at the forefront of preloved.
eBay want to illustrate their values for sustainability by encouraging like-minded people to use its services which can help the planet and their pockets. By creating awareness of eBay's offerings, eBay wants to make itself the leading platform for Gen Z to 'sign up, sell, buy, and keep on selling'.
The proposition statement "preloved fashion made a whole lot easier with eBay" addresses the ease of buying and selling with eBay. This proposition statement was the inspiration for the campaign
"Unlock preloved with eBay rentals"
eBay is offering a new monthly fashion rental service which helps their consumers change up their style every month. With an option to buy or add to the rental circular fashion cycle, Gen Z can try new styles and share their pre-loved items with their peers. With this new service, eBay can create an easy and sustainable way for Gen Z to stay up to date with new fashion trends without cluttering their wardrobes and creating a faster way to exchange clothes.
This campaign will be advertised in high-volume areas where Gen Z is most likely to be such as transportation services, city centres and around universities to start spreading awareness for eBay's new service.
Showcasing diverse and unique individuals showing multiple different styles they have created with eBay rentals. This service will allow consumers to select preferences for what they wish to receive in their monthly boxes.
Along with out-of-home marketing, eBay will also promote Gen Z through the likes of social media. Through their business accounts and sponsored ads, eBay will promote preloved fashion to Gen Z to bring attention to their efforts to increase circular fashion.
eBay's website will have a dedicated space for Gen Z to easily access eBay's new service.
How will eBay promote this?
As Gen Z are digital natives, eBay will employ diverse and inclusive micro-influencers with a passion for fashion and sustainability and preloved to showcase their new service.
The influencers will promote their content on all their social platforms by showing their viewers how they have styled the preloved items they receive in multiple different ways.
Suggested extensions
After the launch of this campaign, eBay can take this idea forward by targeting different audiences and including different ranges such as formal wear, loungewear, etc.