Every week, we create ‘brand moments’ for eBay that support key markets and seasonal buying periods.
But in 2016 eBay Parts & Accessories challenged us to reach and educate a very disparate and niche audience.
So, in true Launch style we created two all-new brand properties; the EBAY CAR CHALLENGE, which saw three amateur restorers perfect a car using just parts from eBay. And, secondly RESTORATION LIVE at Silverstone Classic.
For the last two years at Silverstone now, a team of professional mechanics led by former racing driver and top restoration specialist Fergus Walkinshaw have restored a beaten up classic car (a 1983 Range Rover in the first year and a 1984 Capri in 2017) in front of a live audience over the course of just two and half days - unveiling it on stage on the final day of the festival. With extensive content for media and social, this year's campaign generated nearly 200 pieces of coverage and reached an overall audience of 21.4 million, with over 80% of the coverage hailing eBay's broad selection and positioning it as a shopping destination.
Christmas is a crucial time for all retailers, so last year we were challenged to drive people to sell their unwanted gifts on the site, a commercially important moment for the online marketplace.
But, getting share of voice with the media and setting the right ‘non-scrooge’ tone was key. So we created Boxing Up Day (get it?), by pinpointing 29th December as the best day to sell unwanted gifts, analysing the psychology of the post Christmas period with a consumer behaviour expert.
We generated 14 national pieces and a reach of 432 million.
Keep an eye out for what we've got up our sleeve this Christmas.