For the last five years, week in, week out, we’ve created ‘brand moments’ for eBay that support key markets and seasonal buying periods.
Our always on Press Office is tasked with showcasing the quality inventory that positions eBay as a shopping destination, to create ‘watercooler moments’ that inspire and engage target customers – whether they’re buying home, garden or tech products – or selling what they no longer need (to afford the things they love).
From coining Home Move Day, identifying people moving house with £286million of unwanted products, to owning moments like World Book Day with character rankings, we always ensure eBay stays top of mind.
We love Christmas with eBay. Build up to the big day starts well in advance with gift guides (not as easy as you’d think, given eBay doesn’t actually own its own inventory), yet achieving widespread coverage across national, consumer and regional media positioning eBay as an online marketplace and gifting destination - alongside brands like John Lewis, Marks & Spencer and Selfridges.
Then barely have we digested the turkey, than we’re driving people to sell their unwanted gifts on the site, a commercially important moment for the online marketplace. Getting share of voice with the media and setting the right ‘non-scrooge’ tone is key, so we’ve created moments like Boxing Up Day (get it?), pinpointing 29th December as the best day to sell unwanted gifts, analysing the psychology of the post Christmas period with a consumer behaviour expert.
In true Launch style, we’ve also created all-new brand properties like the eBay Car Challenge (which saw three amateur restorers perfect a car using just parts from eBay), eBay Restoration Live at Silverstone Classic (professional mechanics restoring classic cars from rust-bucket to shiny showstoppers in front of a live audience), and the legendary Sound of Shopping (SOS). SOS was the world’s first ever soundtrack, curated with music mixologists and behavioural scientists that actually helps you shop better when you listen to it. The campaign was supported with compelling content which you can see opposite.
Have a listen. It could change your shopping habits ... and spend!