Challenge

eBay, the original marketplace for pre-loved fashion, is losing relevance and market share among Gen Z audiences—particularly as new resale platforms and fast fashion brands flood the space. Despite being a pioneer in circular fashion, eBay is increasingly seen as outdated by younger consumers who crave speed, ease, and style.

At the same time, the resale market is booming—growing by 17.6% in 2024 —and there is a huge opportunity to reclaim eBay’s place at the heart of it, especially for fashion-savvy, sustainability-conscious Gen Z consumers.

Using the partnership with the TV show - Love Island, we were tasked with changing the perception of eBay from a “past-generation” platform to a cool, credible, and conscious destination for pre-loved fashion, with a specific focus on selling, not just buying.

Solution

We created 10 idents for both seasons - January's: AllStar and the Summer season live from June.

Recognising that parting with clothes you love can feel like a break-up, we leaned into Love Island’s iconic breakup moments—something the show knows all too well. The result: a series of playful, emotional idents that pay homage to some of Love Island’s most memorable lines, featuring people “breaking up” with their unwanted clothes. All items featured were sourced from eBay, with half previously worn on the show itself.

While the ‘Free to sell on eBay’ message wasn't stated explicitly on idents, it was strategically embedded into the creative approach—building on the wider C2C campaign that launched in October 2024.

These idents are running across TV, VOD, social and CRM, speaking directly to the Love Island audience and continuing eBay’s journey to reposition itself as the go-to platform for Gen Z’s pre-loved fashion—making the most of their much-loved partnership with the show.