Bringing Back Legends

ESSEC Business School Paris · Media Communication & Advertising

eBay—does that still exist? That question sparked this project. Together with my team, I developed a Media & Communication Plan to reposition eBay for Gen Z and turn that perception into an opportunity. After analysing the market, competitors and consumer behaviour, we created #BringingBackLegends, redefining eBay as the place where iconic objects find a second life and a new story. The 360º strategy covered social media, outdoor advertising, university experiences, loyalty and branded content, adapting the message to every channel and placing storytelling at its centre.