04 — eBay Fashion · 2016
eBay Fashion
Find Your Perfect. Perfect was never one thing. So we stopped pretending it was.
04 — eBay Fashion · 2016
Find Your Perfect. Perfect was never one thing. So we stopped pretending it was.
The challenge
Fashion told everyone the same story about what perfect looked like. eBay had a marketplace that proved otherwise.
eBay sold fashion at a scale few sites could match, but in the cultural conversation it barely registered as a fashion destination. The industry it wanted into ran on a narrow, airbrushed idea of perfect — one shape, one age, one look — and shoppers were tired of being told they didn't fit it.
The opportunity was not a louder fashion ad. It was a different definition. eBay's endless, unedited inventory was built for individuality, so the brand could credibly stand for it: perfect comes in every age, shape, size, and style, and you get to decide what yours is.
Find Your Perfect reframed eBay Fashion around the shopper's own taste instead of the industry's rulebook.
Narrative
We retired the idea of one flawless ideal and built the brand around the opposite: your perfect is yours, and eBay has it.
Positioning
Endless inventory became the proof point. No other marketplace could let this many people find a look that was theirs and theirs alone.
Voice
Six real women, their own style, shot by Todd Selby. Confident, warm, and a little irreverent instead of glossy and remote.
The work · the films
A film series profiling real women with a distinct sense of self, each paired with a curated collection shoppable on eBay. Director and photographer Todd Selby behind the lens.
Campaign film
How it came to life
Cast for individuality, not sameness.
Each woman's "perfect," curated on eBay.
Documentary warmth over studio gloss.
Film, social, email, print, and digital.
Refreshed casting and content over time.
eBay finally sounded like a style brand.
Impact
Find Your Perfect gave eBay Fashion a point of view the industry took seriously, and the awards and views to back it.
Views across the campaign's films.
Effie Award for marketing effectiveness.
Real women cast to redefine "perfect" for fashion.
Effie recognition and 6M+ campaign views are as reported by the DigitasLBi creative team. Find Your Perfect launched in 2016 and ran across multiple seasons with refreshed casting and content.
Press & references
Case write-ups and creative archives documenting the Find Your Perfect rebrand.
The fastest way to own a category you're shut out of is to change what the category is allowed to mean.
Why it worked
eBay couldn't out-gloss the fashion establishment, so we made gloss the wrong game.
By standing for individuality and backing it with a marketplace genuinely built for it, eBay Fashion earned a voice it had never had, plus the press, the views, and the Effie that came with saying something true.
RebrandPositioningCampaignFashion