Vogue
Pinterest Performance+ and video drive 1.2pt action intent lift (above Pinterest media and entertainment norms)¹
Goal
Vogue's coverage of fashion's biggest night sparks a conversation about creativity, sustainability and what's possible when style meets substance. For eBay, it presented a golden opportunity: position its pre-loved marketplace as the go-to destination for fashion-forward Gen Z shoppers looking to make a statement without compromise. In a crowded field of resale platforms, eBay needed to cut through the noise, drive brand recognition and turn inspiration into action intent.
Enter Vogue, where fashion’s biggest night meets premium content, and Pinterest, where 40% of people are Gen Z and where style-conscious audiences discover, plan, save and shop.¹ The goal was clear: bring Vogue’s celebrity-lavished marquee tentpole content to Pinterest as the ultimate fashion shopping destination to boost action and strengthen eBay's association with unique vintage finds inspiring the next generation of sustainable shoppers to move from "I love that" to "I need that."
Strategy
Vogue and eBay built the campaign around a single, powerful creative asset: a 30-second standard video spotlighting a high-caliber celebrity artist and costume designer as they revealed their red carpet looks, crafted entirely from upcycled eBay finds. The behind-the-scenes format gave people on Pinterest an insider view of high-fashion sustainability in action, while voiceover and captions ensured the message landed even without sound.
Instead of scattering their message across multiple formats, the team doubled down on video's ability to inspire and educate, making eBay's pre-loved marketplace feel aspirational and accessible.
To maximize discovery while driving conversions, the campaign deployed Pinterest Performance+ targeting—casting a wide net to reach new audiences actively searching for fashion inspiration, then layering in retargeting for recent site visitors and high-intent engagers. Interest targeting focused on fashion, celebrity culture and style trends, tapping directly into Pinterest's community of planners and doers. The result was a smart balance: broad enough to build brand awareness at scale, precise enough to capture shoppers ready to act.
“
Partnering with Pinterest empowered us to reach a community actively searching for what’s next in fashion. By telling our story through engaging video, we not only inspired Pinners but saw a measurable lift in both brand awareness and action intent for eBay’s pre-loved marketplace.”
Global Enterprise Innovation, Condé Nast
Results
The campaign delivered exactly what eBay and Vogue set out to achieve: moving people on Pinterest from passive scrolling to active shopping consideration. According to Pinterest’s brand lift study, the video creative drove a +1.2pt lift in action intent (above Pinterest media & entertainment norms), which means people exposed to Vogue and eBay’s Met Gala branded content were measurably more likely to consider shopping on eBay's pre-loved marketplace compared to those who didn't see the ads.¹ That's a significant shift in a category where standing out requires cultural credibility.
Engagement metrics reinforced Pinterest's power as a discovery-to-intent platform. Video completion rate hit 25%, outperforming the platform benchmark by 26%, proof that the behind-the-scenes storytelling format kept viewers watching.¹ Click-through rate came in 14% above benchmark, showing that people on Pinterest were ready to explore.¹ For eBay, the results validate a simple truth: when you meet Gen Z where they're already planning their next move with quality video, inspiration becomes action.
+1.2pt
lift in action intent above benchmark among Pinners exposed to Vogue Met Gala branded video compared to those who weren't, showing increased likelihood to shop eBay's pre-loved marketplace¹
26%
video completion rate outperformance compared to Pinterest's benchmark average, with the campaign achieving a 25% completion rate¹
14%
click-through rate above benchmark, demonstrating that the behind-the-scenes content drove Pinners to explore eBay beyond just watching¹
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