eBay in Vogue

Despite the rise of circular fashion and its Authenticity Guarantee, eBay faced challenges in capturing market share and credibility in high-end luxury fashion. The goal was to change perceptions of eBay's fashion and raise awareness of the Authenticity Guarantee, aiming to become the top choice for sustainable, luxury circular fashion shopping.

The campaign utilised the Met Gala's global spotlight, partnering with Vogue and Gen Z rapper Ice Spice for a unique fashion showcase. Initiated by an invite from Anna Wintour to Ice Spice and a teaser from Vogue, it created significant social media buzz. The focus was on promoting eBay's Authenticity Guarantee and its collection of pre-owned and vintage fashion, marking a significant moment in the fashion industry.

For the big day, we curated a vintage fashion collection with Ice Spice—all sourced from eBay. Then, right in the middle of the livestream, when all eyes were on what Ice Spice was wearing, millions of viewers could shop her look on ebay.com/shopiconic, in the first of its kind ecommerce integration: we stitched our piece of content in the middle of the livestream, forever.

The campaign notably elevated eBay in the fashion discourse during the Met Gala, with Ice Spice's video hitting 4 million views, outperforming stars like Cardi B and Doja Cat, and boosting eBay's fashion stature. It led to a 29% rise in brand awareness, $1 million in social media value, 253 million impressions, 29 million video views, and an 8% boost in brand recommendation. eBay's Met Gala involvement enhanced its fashion image and spurred engagement and dialogue on sustainable fashion.