Turning Insight Into Impact: The Creator Strategy That Reframed Trust for eBay

The Challenge

eBay needed to position itself as a trusted destination for pre-loved fashion among younger female consumers, moving beyond top-of-funnel awareness to measurably drive lower-funnel purchase intent.

The Strategy

In partnership with SEEN Connects, the team created "The Cast", an always-on creator ecosystem across TikTok and Instagram. The strategy was built around a two-wave data measurement framework designed to analyse audience responses in real time and refine the campaign's direction based on empirical insights.

Execution and Innovation

The first wave of testing confirmed strong overall awareness but revealed a gap in lower-funnel conversion among younger women. By analysing key data drivers from initial metrics, the team re-engineered the creative strategy for the second wave, focussing specifically on trust, authenticity, and fashion variety.

Results

The campaign generated nearly 15 million impressions and delivered an impressive 15-point lift in action intent, forecasting more than 655,000 fashion purchases.

Judges' Verdict

"I like the fact that this entry doesn't just report results, it shows how insights were used to improve performance over time."