eBay created ‘eBay Collections’ – a bespoke, shoppable curation tool – to give users a more personal, premium shopping experience. eBay needed to communicate the benefits of Collections in a crowded market dominated by third party curation tools. People are still inspired by mainstream celebrities, even on the democratised web where power users and super reviewers reign. We invited four of Britain’s most-loved celebrities to curate their own collections and feature in content to promote eBay Collections.
Pop star and fashion designer Dannii Minogue; presenter, writer and actor Reggie Yates; designer, entrepreneur and author Kelly Hoppen MBE and musician, writer and cheese maker Alex James joined the campaign and created collections, handpicking items from eBay to showcase their personality and passions.
Each of the celebrity curators starred in a short film that told the stories behind their selections. These lived on an eBay hub where consumers could shop the celebrities’ collections. We designed and created an immersive event launch, featuring four installations – one for each of the curators – for guests to explore and bring to life the campaign.