Love Island - Winter 2022
Introduction Shot Experiment
Swipe Experiment
Product Shots Experiments V1
Product Shots Experiments V2
Final Templates
Product Shot
'Stylander' Introduction
Introductory Motion Asset
Instagram 'Swipe' (Links on first image)
Final Assets
Our Stylanders comprised Tasha Ghouri (eBay Ambassador and previous Love Island contestant), Sarel Madziya (@cocosarel), Jilly Cross (@jillyisabella) and Crispin Ngenda (@crispinion). The creators, who have a combined following of +1.5 million across TikTok and Instagram, were put front and centre of the campaign.
The Stylanders enabled us to make a connection between the big and small screen. This would make eBay and pre-loved fashion a significant part of the Love Island conversation in the most authentic and relevant way possible, building trust and credibility for the eBay brand.
Software
Brief & Approach
Within its fashion category, one of eBay’s core objectives is to inspire consumers to swap fast fashion for pre-loved. And what better way to disrupt the norm and spark a movement towards a more conscious way of shopping than by partnering with Love Island; breaking up the show’s long standing relationship with fast fashion brands, and influencing audiences to buy pre-loved, planet-friendly items instead.
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​We were responsible for developing a brand new strategy, fresh creative concept, art direction, and always-on approach that promoted eBay as the official pre-loved fashion partner of Love Island.
eBay is on a mission to debunk how people see second hand clothing as too niche or ‘used’, so our strategy was to shift focus to the fashion. We put pre-loved clothing at the heart of Love Island, showcasing the vast range of quality, on-trend, pre-loved items available on its platform; helping eBay to become an authority voice on circular fashion and normalising pre-loved purchasing.
The benefits of this were two-fold: helping to build brand awareness for eBay while also driving growth of its fashion category.
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Interesting Links
BBC Coverage of the Partnership
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Behind the scenes of how ebay x LoveIsland dressed the Islanders
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ebay x LoveIsland Pre-Loved Fashion Showcase
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An Islanders review of the outfits (Before Framing was launched)
Art Direction & Outcome
This job required a lot of experimentation and approval from eBay, Love Island and Channel 4 as we were following Love Island and eBay guidelines in unison.
After creating a partnered logo, featuring both names, we thought about how we could merge the world of ebay and the TV reality show with social media. Focussing on creating something bold and instantly recognisable that the Love Islanders found easy to use when posting and reviewing products was a must too.
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After discovering and discussing the above, we focussed in on the idea that we are 'Framing' the outfits and products - just the way you position someone/something in a photograph. Social media is after all the main focus with this brief. With this, we combined the ebay 4 colours an produced a set of assets to use across platforms. This of course also meant typography. We used a friendly sans-serif font, the same use for the Love Island logo and looked into how we could also 'frame' this cope - this also allows the type to be highlighted and stand out on the assets.
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Lastly, we did some research with phrasing. Secondhand / thrifted didn't score well and so we decided to use the term
'Pre-loved'. While the initial launch of the new Love Island season had some backlash from some viewers, the wardrobe department did a phenomenal job styling brand names, slowly changing the minds of many viewers. The initial comments were along the lines of "I'd be livid if I had to wear 2nd hand clothes" - and by the end, we had a very positive turnaround with comments like "If I can wear designer for 1/4 of the price, why wouldn't I". eBay really had to step up with linking 'similar items' on their social posts (see image above "Love Lucas' Look?" - here we had to tag similar items.
Results
We expertly promoted the partnership, generating 217 million impressions across social channels, – an 85% increase on the previous series, and 76,000 organic engagements – a huge 230% increase on season 8, despite the season 9 winter series drawing in a smaller viewership than the season 8 summer show. There were 1,400% more searches for ‘pre-loved fashion’ searches on eBay’s site compared to season 8, as well as a 24% rise in new circular businesses joining the online marketplace; mirroring the move away from fast fashion that people were seeing on the big screen
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Across paid activity, TikTok drove a significant 11.4% uplift in ad recall and +3.9% in brand association. Meta was key in driving traffic to the website and shifting buying intent, which increased +3.4pts, and Snapchat was a key platform for reaching Gen Z; with islander-centric content and our use of the show’s recognisable music generating 2.2 million impressions.
The campaign overall drove consideration amongst those aware of the eBay and Love Island partnership. According to a Kantar study, 70% of online shoppers are likely to consider choosing eBay when buying pre-loved fashion, compared with only 58% of those not aware of the partnership. In addition, while only 25% of online shoppers unaware of the partnership are likely to buy pre-loved, 60% of those who were aware are more likely to do so..