eBay Pre-loved Stories

The Objective

eBay's pre-loved fashion finds new love with TikTok

eBay is an online marketplace spanning more than 190 markets around the world where individuals and businesses can buy and sell everything from everyday essentials to one-of-a-kind collectables. The online marketplace has been advertising on TikTok for several years and has run always-on paid and organic activity to engage with the community on platform ranging from car enthusiasts to fashion lovers.

Pre-loved fashion has been a particularly key focus for eBay, and the brand sought to establish itself as the leading circular platform for fashion lovers, brands, and resellers with TikTok.

The Solution

One piece from eBay. Multiple love stories.

Introducing Pre-Loved Stories, a 3-part episodic series that follows the many lives and loves of a dress that is bought and sold on eBay from the early 2000s to the modern day.

Over three weeks, eBay released a new, long-form episode on TikTok starring recognisable content creators such as Starr McG, Hannah Zaslawsk, Sam Todd and Lynn Harries. Each episode unfolds a new chapter in the dress's story with each custodian weaving their own stories of love into its seams before passing it along. Each era of the dress's life begins and ends with eBay, emphasizing the brand as the marketplace for both buyers and sellers in the pre-loved fashion category.

To build anticipation and drive awareness, eBay supported the series with teaser trailers and behind-the-scenes content. The campaign also leveraged Top Feed, Auction Reach, and Auction Video View placements to maximize reach and engagement across all assets.

The content series was developed in partnership with TikTok Content Solutions, TikTok Creative Lab, media agency EssenceMediacom and production agency Jack Nimble.

The Results

Full-circle fashion finds full-funnel success

The campaign recorded incredible results throughout the funnel with all metrics far surpassing TikTok Australia BLS norms. For instance, awareness for the campaigns was notable with a 12.3% lift in Ad Recall, and a 8.4% lift in Awareness. The campaign also delivered particularly strong results for lower-funnel metrics like favourability, which saw a 6.3% uplift and intent which saw a 6.2% uplift.

By partnering with TikTok to create a bespoke fit-for-platform content series, and leveraging multiple TikTok ad products to reach users at various touch points on the FYP, eBay AU was successfully able to drive consideration amongst its core buyer & seller audiences in the pre-loved fashion space.