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.

64% of Gen Z surveyed look to shop secondhand before buying it new.

So, the objective was—promote sustainable fashion by elevating eBay's fashion

credentials.

To elevate eBay's fashion credentials, whilst championing sustainability, the Met Gala

Debut was a hrst of its kind shoppable experience in one of the biggest live fashion events

of the year: The Met Gala.

We partnered with the ultimate authority on style, Vogue and New York's trend seaing

rapper, Ice Spice.

Where 54 million fans tuned in to hnd out what’s in style, we put eBay pre-owned and

vintage fashion center stage in an innovative entertainment experience.

We hlmed Ice Spice ‘geaing ready’ in pre-owned and vintage fashion. Her video was viewed over 4 million times, more than Cardi B’s, Doja Cat’s and Dua Lipa’s.

Then, when all eyes were on what the celebrities were wearing on the iconic red carpet,

you could shop Ice Spice's look on eBay.com, in real time.

The new generations are embracing vintage fashion and feel strongly about creating a

more sustainable world. Gen Z is especially abuned to this problem: 64% of Gen Z

surveyed choose to shop secondhand before buying it new.

Our approach was to appeal to this younger audience's sensibilities by elevating eBay's

pre-owned and high-end vintage fashion credentials.

We identiied The Met Gala as our key moment, the biggest and most highly visible

fashion event of the year, that could dramatically change brand perceptions.

Partnering with Ice Spice, an up-and-coming trendseber who our audience looked up to,

was a way of bringing our product oxering to life in an authentic way.

Once news broke out that Ice Spice was partnering with Vogue and eBay, we knew our

audience would be hooked and tune in for more.

Everything started with Ice Spice receiving a personal invitation to The Met Gala from

Anna Wintour, followed by a teaser post. Social lit up in anticipation of seeing Ice Spice at

her irst 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 irst of its

kind e-commerce integration.

For the ayer 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.

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 ‘gebing ready’ video was viewed over 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