In an effort to promote its recently expanded luxury goods authentication service — which now includes preowned and new luxury handbags — eBay has teamed up with celebrity stylist and influencer Law Roach in a new campaign. Featuring a 60-second spot and an interactive OOH element, the campaign kicks off today.
eBay has today launched “A is for Authenticity,” a new brand marketing campaign promoting the platform’s luxury and designer product authentication services. Developed by Edelman, the campaign comes on the heels of the recently announced expansion of eBay’s Authenticity Guarantee service — which now includes new and used luxury handbags sold for over $500.
“A is for Authenticity” takes audiences on an alphabetic tour of the many reasons to buy luxury handbags on eBay with peace of mind. “‘A’ is for authenticity guarantee,” says a cheery voiceover by Law Roach, celebrity stylist and judge on HBO Max’s Legendary, in the campaign’s hero film. “B is for buy with confidence from brands like Bottega, Balenciaga…and can’t forget Chloe. We should also D-E-F-initely mention Gucci and Goyard.”
In the 60-second spot, viewers see depictions of trendy brand-name bags that can be bought on eBay — and also get a glimpse into the company’s thorough authentication process, which involves inspecting the material, stitching, zippers and closures, measuring the dimensions of every bag and verifying authentic products with a blue check mark symbol on the listing page.
By assuring shoppers that the products they purchase are verified as legitimate, the effort could help the ecommerce platform further accelerate the sale of luxury goods — an area in which it’s seen massive growth of late. Despite pandemic-induced economic slowdowns impacting the luxury goods market at large, eBay has fared comparatively well. With eBay’s Authenticity Guarantee service now including watches, sneakers and handbags, the platform’s luxury sales have seen a 30% year-over-year spike, reaching an all-time high this summer. To date, more than a million products have been authenticated as part of eBay’s Authenticity Guarantee service.
The “A is for Authenticity” film will roll out across social and digital channels beginning today. The brand marketing initiative also includes a first-of-its kind out-of-home (OOH) activation: popping up in Dumbo, Brooklyn and Silver Lake, Los Angeles today and tomorrow are luxury handbag vending machines. Passersby can stop by and play a luxury-themed trivia game — answering questions about logos, stitching and how to identify fraudulent lookalikes — for a chance to secure a handbag from top designer brands including Chanel Classic, Hermès Birkin, Prada Diagramme and Louis Vuitton Nano Speedy Monogram. Online shoppers can also participate by visiting eBay’s Instagram or Twitter page for an opportunity to win a luxury bag.
This article first appeared in www.thedrum.com
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