Our goal was to drive trust in eBay’s luxury handbag category, by highlighting the Authenticity Guarantee as a proof point, positioning eBay as a relevant and credible destination for handbag purchases to luxury-loving fashionistas.

Customer demand for used luxury handbags is on the rise, and with it, trust issues due to counterfeit goods. As a result, buyers hesitate to buy pre-loved luxury bags due to mistrust –and trust is the no.1 consideration for buyers when choosing a resale platform for luxury items.

We onboarded a celebrity tier lead talent, Derry Girls star Saoirse-Monica Jackson, and a diverse group of influencers to build credibility through emotive storytelling and informative content. Educating our audience about the AG process and establishing eBay as their go-to platform for luxury handbag shopping.

Our approach consisted of two content drops, leaning on the two pillars identified above. For Drop 1, influencers shared personal stories of their luxury handbag shopping experiences, shining a light on the beauty in the real. While Drop 2 sought to show how and why you can shop luxury in confidence with AG on eBay.

The campaign exceeded expectations with an average engagement rate of 20%, while affiliate clicks to site exceeded the benchmark by 193%. The results of our Brand Lift Study showed significant improvements in awareness of eBay's AG, including a significant 20-point lift in consumer trust.