Challenge
eBay is perceived as a second-hand marketplace, when in reality 89% of products purchased on eBay are brand new. We needed to raise awareness among women between 18 -40 that eBay sells a range of brand new Activewear in their sports and fashion vertical.
Idea
As we know, women are commonly portrayed in sports/fashion advertising with unrealistic body standards. That’s why we used a “real” person who women could better relate to.
Social influencer Celeste Barber is best know for her recreations and parodies of iconic celebrities. Her unique brand of comedy empowers all women to feel comfortable in their own skin, while also celebrating a realistic female body image.
To champion eBay’s new range of Activewear, Celeste spoofed the Queen B – Beyonce – who herself just released a video promoting her new Activewear brand – Ivy Park.
After our video launched, it created a social conversation that was the talk of the town. It soon became eBay’s most viewed online video – with 1,033,719 views – and an 8% increase in 1st mention unaided consideration across their Fashion vertical. And all for $5K.