eBay: Modernizing a storied brand through dynamic and relevant content

Key Wins

  • Increased brand considerations across all key market categories by 2-7points.

  • Launched 4 new social handles

  • Developed IP for eBay including new Youtube series Between 2 Rides, Watch Collectors Series, Old School Meets New School

  • Developed brand strategy and naming for campaigns ranging from Value to Seller Marketing.

 

Great Awareness, but Lower Consideration than Competition

While eBay is a well-known brand, our relevancy has slipped over the years. Once the leader e-commerce, eBay has experienced significant competition from global e-commerce giants Amazon, Walmart, and Target. At the same time new upstarts that specialize in sneakers, watches, refurbished or collectibles are also gaining share. While eBay enjoys excellent awareness, the brand has faltered with younger generations.

Targeting Specific Markets Drives Consideration

We used data and insights to develop a comprehensive strategy for all marketing and communications in our select markets. Our approach to win consideration in market categories ranging from Refurbished to Luxury included launching new full-funnel digital campaigns, new social media campaigns, as well as standing up new social media handles. We also tapped into well-known creators and influencers in each category.

Results Show Content Strategy is Working

Key market category results show an increase in 2-7 points for consumer consideration. Our recently launched social media handles reflect significant growth, with eBay Sneakers attracting 160K followers and leading the industry in engagement rate. Signs of positive impact include double-digit GMV increase in watches and triple-digit growth year over year for sneakers.