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Twiggy Full Circle
Category
Purpose, Cause or Charity Marketing
Description
Winner Status: Silver
Client/Brand: eBay
Agency: Essence Mediacom
Headline:
The campaign made global fashion headlines, appearing organically in major publications.
$2.5 million earned media
+30% increase in positive sentiment
+41% intent to shop eBay pre-owned
Campaign Summary:
To promote sustainability, eBay partnered with Vogue, inviting Twiggy, icon from the 60s, back to Vogue to recreate her shot from 1967 with the same vintage accessories found on eBay.
All the vintage accessories worn from the famous shoot were auctioned off on eBay for charity.
Team Credits:
Kseniya Kripalani, Head of Fashion Brand Marketing - eBay
Jennifer Porile, Media Strategy Lead - eBay
Brittany Guarna-Martinez, Brand Marketing Manager - eBay
Michael Bettendorf, Creative Director - eBay
Benjamin Vendramin, Chief Creative and Content Officer - Essence Mediacom
Paola Mounla, Creative Director - Essence Mediacom
James Barkley, Creative Director - Essence Mediacom
Andrea Gutowski, Director Sports & Entertainment Partnerships - Essence Mediacom
Nathan Davidow, Associate Director Sports & Entertainment Partnerships - Essence Mediacom
Additional Contributors:
Vogue
Winner Status
- Silver