- Problem
- eBay was entering the Russian market and needed awareness and engagement among fashion lovers.
- Insight
- Russians love fashion, but quality vintage and designer pieces were hard to find locally. Second-hand was an open gap.
- Move
- Built a Telegram channel positioned as the destination for rare finds: daily curated picks, styled looks and brand deep-dives.
- Result
- 2,800 organic subscribers in 2 months, with no paid ads.
The Challenge
eBay was entering the Russian market and needed a go-to-market strategy to build awareness and engagement among fashion lovers. My role was to develop and manage a Telegram channel dedicated to fashion enthusiasts, with full creative freedom.
The objective: position eBay as the ultimate destination for unique vintage and designer finds, unavailable on local marketplaces. Grayling agency case, creative director — Alexander Loginov.
Positioning
After an in-depth market analysis, we identified a gap in the second-hand fashion market — while Russians love fashion, high-quality vintage pieces were difficult to find locally. The rising trends of vintage sustainability and fashion curation made this the perfect time to introduce eBay as the go-to platform for rare, high-value fashion finds.
Selected Posts
