A woman with long blonde hair smiling at the camera, wearing a black top and a delicate necklace, with a lime green background and a small turquoise shape in the bottom right corner.

LEXI AMORIELLO

eBay: Back to College

With companies like Walmart and Target making it possible for shoppers to find everything in one place and companies like Amazon offering next-day shipping, it’s difficult for eBay to attract attention during the back-to-college shopping season. I developed the campaign concept for this retail moment in 2018 and 2019. My 2018 concept spoke more to individuality because that was a large part of the company’s brand voice at the time. My 2019 concept really emphasizes the value of shopping on eBay, while still feeling laid back and conversational.

A young man in a red plaid shirt and jeans jumping against a yellow background, smiling and energetic.

A young man in a red plaid shirt and jeans jumping against a yellow background, smiling and energetic.

A promotional image showing a white dorm room setup with a mini fridge, a blender, a microwave, and some potted plants on top of the fridge and on the table, against a peach-colored background.

A promotional image showing a white dorm room setup with a mini fridge, a blender, a microwave, and some potted plants on top of the fridge and on the table, against a peach-colored background.

A college dorm room with a bed, a small refrigerator, a nightstand, and a girl sitting on the floor writing in a notebook. The room is decorated with pillows, a lamp, and a bulletin board.

A college dorm room with a bed, a small refrigerator, a nightstand, and a girl sitting on the floor writing in a notebook. The room is decorated with pillows, a lamp, and a bulletin board.

A light pink background with the text 'Slay Your Semester' in bold purple font, and smaller purple text reading 'Laptops? Backpacks? Bedding? It's all here.' Next to the text, there are four items: a gray backpack with brown straps, a gray blender wi

A light pink background with the text 'Slay Your Semester' in bold purple font, and smaller purple text reading 'Laptops? Backpacks? Bedding? It's all here.' Next to the text, there are four items: a gray backpack with brown straps, a gray blender with a black base, an orange desk lamp, and a white iPhone.

Yellow background with red sneakers, a purple notebook, pens, and a pamphlet, along with text about new styles for the semester.

Yellow background with red sneakers, a purple notebook, pens, and a pamphlet, along with text about new styles for the semester.

Array of college accessories including an orange desk lamp, a chemistry textbook titled "Organic Chemistry," a gray backpack with brown straps, a red and gray sneakers, a yellow laptop, a folded pink towel, all arranged on a light peach background.

Array of college accessories including an orange desk lamp, a chemistry textbook titled "Organic Chemistry," a gray backpack with brown straps, a red and gray sneakers, a yellow laptop, a folded pink towel, all arranged on a light peach background.

An orange background featuring a pair of black and beige Puma slides, a gray athletic tank top with black trim and an Adidas logo. Text reads "Styles in a Class of Their Own," with a subheading about clothing and shoes starting at $14.99, and a butto

An orange background featuring a pair of black and beige Puma slides, a gray athletic tank top with black trim and an Adidas logo. Text reads "Styles in a Class of Their Own," with a subheading about clothing and shoes starting at $14.99, and a button labeled "Make the Grade."

Advertisement for the latest tech products divided into categories: Laptops, Gaming, Phones. Shows a red laptop, black and red gaming headset, and a silver iPhone.

Advertisement for the latest tech products divided into categories: Laptops, Gaming, Phones. Shows a red laptop, black and red gaming headset, and a silver iPhone.

A digital advertisement for back-to-school savings. Divided into three sections: the first section has a red background with white text that says, "Savings Are Now in Session," and a button labeled "Go Big." The second section offers tech items with

A digital advertisement for back-to-school savings. Divided into three sections: the first section has a red background with white text that says, "Savings Are Now in Session," and a button labeled "Go Big." The second section offers tech items with a white laptop and the text "Tech Under $399.99." The third section shows a pair of black and white Puma slide sandals with the text "Clothing & Shoes From $14.99," and an image of a red and black backpack with the text "Backpacks From $9.99."

Screenshot of eBay website homepage featuring a banner with three students sitting on a wooden bench and text promoting buying college books. The site offers categories like Kitchen, Furniture, Bedding, Vacuums & Storage, Bath, Laptops, Cell Phones,

Screenshot of eBay website homepage featuring a banner with three students sitting on a wooden bench and text promoting buying college books. The site offers categories like Kitchen, Furniture, Bedding, Vacuums & Storage, Bath, Laptops, Cell Phones, Portable Audio, Women's and Men's Clothing, and majoring in must-have travel gear, electronics, and backpacks.

College shopping ad with products and offers, including a blender, laptop, headphones, backpacks, Nike and Adidas shoes, a red car, and college supplies.

College shopping ad with products and offers, including a blender, laptop, headphones, backpacks, Nike and Adidas shoes, a red car, and college supplies.