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Met Gala Debut

Entered in Brand Partnership

Objective

eBay is home to millions of pre-owned and vintage fashions but lacked fashion credentials. eBay was not perceived as a credible shopping destination for high-end fashion or authentic goods. 

Additionally, with fast fashion contributing to 92 million tons of textile waste each year, circular fashion is more important than ever. The new generations are embracing vintage fashion and feel strongly about creating a more sustainable world. Gen Z is especially attuned to this problem: 64% of Gen Z surveyed choose to shop secondhand before buying it new. 

So, the challenge was—could eBay promote sustainability by establishing its own fashion credentials?

Strategy

At the world’s biggest fashion event of the year, the Vogue Met Gala, where 54 million fans tuned in to find out—what’s in style— we put eBay pre-owned and vintage fashion center stage.

In partnership with Vogue and New York’s trend setting rapper, Ice Spice, eBay was ready for its fashion debut.

Everything started with Ice Spice receiving a personal invitation from Anna Wintour, followed by a teaser post, and social lit up in anticipation of seeing Ice Spice at her first Met Gala.

For the big day, we curated a vintage fashion collection with Ice Spice—all sourced from eBay. Then, right in the middle of the livestream, when all eyes were on what Ice Spice was wearing, millions of viewers could shop her look on ebay.com/shopiconic, in the first of its kind e-commerce integration.

For the after party, fans watched Ice Spice ‘get ready’ in eBay sourced Prada and Pucci vintage clothes. eBay’s pre-owned fashion spent the night among the most fashionable Met guests, including Diddy and Cardi B.

Results

At the world’s biggest fashion event of the year, eBay was not only in fashion, eBay was driving the conversation:  "At the Met Gala, old clothes are the newest thing." -The Washington Post

Ice Spice's ‘getting ready’ video was viewed 4 million times, more than Cardi B’s, Doja Cat’s and Dua Lipa’s. 

The Campaign garnered: 

29% increase in brand awareness 

$1 million earned social media value 

253 million impressions 

Over 29 million video views 

+8% increase in brand recommendation

Media

Video for Met Gala Debut

Entrant Company / Organization Name

EssenceMediacom, eBay

Link

Entry Credits