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Award-Winning Advertising

Vogue × eBay

In 2024, eBay and Vogue reimagined secondhand shopping through the lens of Vogue's archives. Our group took the campaign apart to understand why it worked — and what made it award-winning rather than merely beautiful.

Campaign strategyDigital & socialLuxury resale

Course

Award-Winning Advertising — Rotterdam Business School

Role

Group analysis & presentation

Campaign

“The World of Vogue on eBay”, 2024

+29%

brand awareness for eBay

253M

impressions

$1M

earned media value

Top 10

consideration growth in 3 key markets

The presentation

Open full screen →
Twiggy recreating her Vogue cover with a vintage bagVogue on eBay editorial imageEditorial image of a woman with a magnifying glass

Twiggy, 1967, recreated

The case study

The big idea — “Fashion is timeless”

Fashion's greatest moments are not behind us; they are wearable today. By bringing the Vogue archive to life, the campaign tied the allure of vintage to the circular economy — and made resale feel like heritage rather than compromise.

Objectives

  • Elevate brand perception of eBay as a destination for luxury and vintage fashion.
  • Encourage sustainable consumption through curated secondhand shopping.
  • Drive measurable awareness and engagement across key markets.

Channel strategy

  • Media — built by EssenceMediacom on first-party behavioural data to target fashion-forward audiences precisely.
  • Social & digital — Instagram, YouTube and eBay itself carried the storytelling content.
  • Editorial & print — extended into Vogue's own pages to keep high-fashion credibility.
  • Technology — AI visual search on eBay let shoppers find “Vogue-worthy” vintage pieces in a few clicks.

Creative & social

  • A short film with Twiggy recreating her 1967 Vogue cover, alongside editorials with Wisdom Kaye and Rita Ora.
  • #VogueonEbay drove user-generated styling content and reposts.
  • Creators filmed themselves “living inside a Vogue editorial” using secondhand finds — legacy content translated for Gen Z.

Why it worked

  • Bridging past and present — an emotional, historical connection instead of a trend chase.
  • Sustainability meets luxury — it educated consumers on reuse rather than lecturing them.
  • Personalisation — image recognition turned inspiration into a searchable product instantly.
  • Storytelling over selling — a narrative homage to fashion history, with measurable business results.

“The campaign showed me that heritage is a performance asset: when fashion history is paired with the right platform technology, nostalgia becomes both aspirational and shoppable.”

Bianca Balica — takeaway
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