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Case Study

eBay Fashion Campaign Lifts Unaided Awareness and Purchase Intent

eBay Fashion Campaign Lifts Unaided Awareness and Purchase Intent

eBay Fashion Campaign Lifts Unaided Awareness and Purchase Intent

Outfront Media
Pages 1 Pages

eBay used a six-week New York City out-of-home campaign to reinforce its position as an online fashion destination and measure changes in brand perception and purchase intent. The campaign ran from August 19 to September 29, 2024, using the Penn Digital Spectacular, digital bus shelters, subway Liveboards, and Livecard MAX placements. MFour compared exposed and control audiences. Aided brand awareness increased 10%, while unaided awareness rose 60%, placing eBay ahead of its comparison set among online fashion marketplaces. Ad recall reached 59%, or 1.5 times MFour’s benchmark. Among ad recognizers, brand affinity improved 14%, consideration rose 11%, and purchase intent increased 28%. In addition, 79% remembered seeing the campaign on subway station Liveboards.

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