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

The Challenge

eBay sought to move influencer marketing beyond high-level brand awareness to measurably drive purchase intent for pre-loved fashion, particularly among key underperforming demographics such as women and younger shoppers aged 18 to 24.

The Strategy

ThisThat and SEEN Connects built "The Cast", an always-on creator ecosystem spanning TikTok and Instagram. The strategy uniquely integrated rigorous mid-campaign research and driver analysis to systematically identify conversion barriers and refine lower-funnel messaging.

Execution and Innovation

When initial data highlighted lower-funnel gaps, the team agilely re-engineered creative for the campaign's second phase. Across 592 tailored content pieces, creators actively reframed consumer trust by emphasising authenticity, quality, and fashion variety.

Results

The campaign secured the Grand Prix by proving how real-time audience measurement can dramatically optimise commercial performance, ultimately delivering 14.9 million impressions, a +15-point lift in action intent, and forecasting 655,000 purchases.

Judges' Verdict

"A sophisticated example of data-driven influencer marketing that moves beyond measurement into genuine optimisation."