eBay Fashion Outlet launch
The challenge
If PR’s power is about changing perception, then Shine’s award-winning campaign to launch eBay’s Fashion Outlet campaign is a defining example. A PR campaign that exploded the myths around eBay as auction site and allowed eBay to take on the established players in fashion e-retail.
The solution
To launch eBay’s Fashion Outlet – a new destination for discount high street fashion online – and to credibly position eBay as a credible online fashion retailer, Shine created the “House of eBay”, complete with Creative Director, Boutique and Show to reach key fashion editors.
Credible celebrity stylist Zoe Lem, famously the face behind What Not to Wear, was appointed as Creative Director of the House of eBay and assembled all the looks for the Show and Boutique.
The House of eBay Boutique was a physical manifestation of the online Fashion Outlet, a pop-up store for consumers, editors, stylists and bloggers at London’s Soho Hotel where they could better understand eBay’s fashion philosophy and range of retail partners.
The House of eBay Show was the world’s first ever iPad catwalk show. Prior to launch, Shine created exclusive digital catwalk footage of the eBay Fashion Outlet collections, bringing to life the unique fashion offering but basing it in the digital world, thus communicating eBay’s unique offer. Zoe Lem then used the catwalk footage in one-to-one briefings with fashion editors.
The results
The launch generated more than 140 pieces of coverage in national, regional and online media, including 27 ‘gold tier’ titles and 45 pieces in consumer lifestyle media, including LOOK, Glamour, Vogue, OK!, Heat, Cosmopolitan and Closer.
Media coverage was responsible for helping drive a 50% increase in traffic to the eBay Fashion Outlet following the launch and a 25% increase in traffic to eBay’s Fashion category.
What the client thought...
“We can feel really proud that we put ourselves well and truly on the map with this media sector. Educating and winning over this group is crucial in enabling us to get the message across to our target buyers.”
Julia Hutton-Potts, Head of PR, eBay Europe