Ebay returns as Love Island partner after seeing 1600% ‘pre-loved’ search increase
The online marketplace has also reported a 24% increase in new circular fashion businesses joining the site.
Ebay is returning for a second year as an official partner of ITV’s Love Island series with a multi-channel campaign. The ad hopes to encourage shoppers to ‘Couple Up With Pre-loved’ in a cheeky nod to the villa antics.
In the various short videos, viewers see influencers and well-known Love Island commentators Sarel Madebra, Jilly Isabella, Crispin and Tasha Ghouri getting dressed up and staying in to watch the series.
The idea was conceptualized by MediaCom and ITV, brought to life by Dept, while being supported by McCann London and Weber Shandwick.
It’s been a successful collaboration so far, with research from ITV revealing that one in two (53%) of Love Island viewers aware of the eBay partnership said they’d bought pre-loved in the past three months, more than double the amount for those who hadn’t watched or been aware of the partnership.
Kirsty Keoghan, global general manager of fashion at eBay, commented: “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.
“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.”
Promotion for the partnership launches today across ITV2, ITV2+1, social media channels, plus in a first for Love Island, participants will be provided with pre-loved clothes to wear during filming.
Bhavit Chandrani, director of digital and creative partnerships at ITV, added: “Our work with Ebay for the last series of Love Island really showcased how powerful ITV can be in shaping consumers’ awareness and behavior 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.”