eBay UK
Curve
Role: Creative Director, Copywriter
A striking new campaign to promote body positivity - Mail Online
The Brief
eBay created a ‘Curve’ plus sized clothing hub to make shopping for clothing easier for curvy women. The brief was to create videos based on some pervasive and harmful stereotypes about plus sized bodies, bust the myths, emotionally resonate with their audience and drive traffic to the curve hub to shop.
The Creative
eBay’s insights and shopping team had identified three lucrative sub categories of shopping; bridal, activewear and lingerie. To tap into that I created films that mirrored each sector. Concentrating on plus sized fitness, wedding gowns and lingerie. Teaming up with influencers from the community including Callie Thorpe, Bishamber Das & Tess Holliday and creating heartwarming short form documentaries that allowed them to tell their own stories on their own terms and showcase the power of shopping on the platform.
The Results
eBay was able to enter this new market category with a bang and generate press. The videos also delivered over 30 thousand of click throughs to shop the Curve hub.
“Honestly, this has been the best thing I've ever been part of. You and the crew were incredible, positive women who empowered me to just feel comfortable and positive when we were filming. You can tell how invested you've been in these films and how close this is to your heart - these are a labour of love for sure, it seeps out in abundance!”
- Lottie L’amour Influencer & contributor