eBay UK has joined with Time Inc. UK, tbseen.com and Netmums to create a content marketing programme aimed at busy mums and featuring celebrities and editors. The partnership will deliver a series of videos and articles around lifestyle and fashion trends and topics for eBay’s platform and media channels.

The partnership sees celebrities from tbseen.com including Kate Thornton, Kimberley Walsh, Heidi Range, Angela Griffin and Lisa Faulkner sharing their stories on topics such as ‘Getting date night ready’ and ‘The style rules’. The celebrities will also appear with Time Inc. UK’s fashion experts in short videos for social amplification. These videos will cover topics such as the ‘Sports bra bounce test’ to ‘Transforming the Little Black Dress.’ Netmums will bring the voice of their mum community to the campaign with articles that draw on their deep understanding of the target audience.

The partnership is part of eBay’s fashion programme and wider strategy to engage women and mums with an enhanced fashion shopping experience. This includes its new Shop the Celebrity Look innovation, which enables consumers to buy related products direct from online images of celebrity influencers.