CREATIVE BRIEF

GOAL: Bring Gen Z into the eBay marketplace as permanent resellers.

BRAND STRATEGY: Music and style are intrinsically linked in the DIY world and will help eBay highlight how Gen Z’s unique styles and individuality have a place on their platform.

Targeting specific styles and subcultures by hosting pop up shops and shows at music venues in the UK exposes Gen Z to the possibilities of reselling on eBay. The tie to music in this campaign also pays homage the historically innovative and unique place the UK is for music. The DIY aspect of eBay and the UK music scene combine to attract Gen Zers to start their shop. UK musicians popular with Gen Z are selected to fit each style of pop up event, thus attracting the correct audience. Existing Gen Z sellers are selected to sell their products at the pop up and chat about their eBay business experiences.

BRAND ESSENCE: Find your niche. The eBay x Gen Z campaign encourages unique individuals to capitalize on their curated taste in clothing and move their passion onto eBay’s site.

AUDIENCE: Gen Z - People born between 1997 – 2012

PLAN: Showcase and encourage the diverse style possibilites Gen Z can sell online via a pop up shop & concert with existing Gen Z resellers. This event will be marketed via posters around the selected location and tear off info posters.