In Q3 2020 eBay relaunched their Brand Outlet site, a place where shoppers could find up to 70% off designer fashion brands.
Awareness and consideration of Brand Outlet was low, especially amongst youth audiences. Reaching youth audiences at scale was key, as was creating something that felt authentic, fun and new.
Capital FM offered the scale, credibility and personalities to put Brand Outlet on the radar of its audience, an audience that also spent a huge amount of time on TikTok. Capital had recently hit 1m followers on TikTok, making it the largest publisher in the UK producing original TikTok content.
This led to an idea that could show off Brand Outlet's range and encompass Capital's talent to add credibility, whilst taking into account the necessity of a speedy TikTok delivery. The world's speediest fashion show from Capital and eBay on TikTok saw presenters in a number of quick-fire outfit changes, meaning the content elevated an existing TikTok trend and included seamless product placement.
Reach was then extended beyond handheld screens and onto outdoor screens. Edits played across London Underground and National Rail networks on Digital screens - seamlessly integrating all media outputs from Global; on-air, online and outdoor.