eBay’s ambition is to be the place where the world shops first. We believe our vast selection and incredible spectrum of value, powered by sellers large and small, offers the world a unique shopping experience no other marketplace can offer.
So how do we make that ambition come to life? We’ve just launched our most ambitious advertising campaign to date to remind buyers about all that eBay has to offer—from new to used, from the rare to the commonplace, from the trendy to the classic. Buyers need to know: if it exists in the world, it probably is for sale on eBay.
If you’re a regular reader of this blog, you know we’ve been talking about advertising for a while. But now, partnering with our new creative agency, 72andSunny, we’ve designed a whole new advertising campaign that is bigger and bolder than anything that came before. The goal, of course, is to bring you new buyers and help you sell more on eBay.
We’re excited to tell you a little bit about the new campaign.
First, we’re taking a phased approach. Phase 1 introduces the theme of the campaign: “Fill Your Cart with Color”, which celebrates personal expression and individuality, establishing eBay as THE place to find unique items. The new creative is bold, fresh and spirited, showing off the uniqueness of eBay shoppers. To give this phase the grand debut it deserves, we launched it during an important moment—Game 2 of the NBA finals, where it was seen by about 9 million people. And then we followed it up with an additional spot during Game 4. Booyah!
Next, we turned on a fully integrated marketing campaign across many channels: cable and network TV, internet video and display, and social media platforms. The bold, colorful creative draws you into an immersive shopping experience, revealing items you didn’t even know you wanted.
If phase 1 sets the tone, phase 2 is all about getting buyers to take action. This phase is designed to break old perceptions about eBay and reminding buyers about the vast selection of our marketplace. This phase is also multi-channel with placements in internet display and video, social media, search and TV, but we’re layering on some unique tactics to reach even more consumers. A bold “out of home” campaign will reach shoppers while they go about their daily lives, in high-profile and street-level billboard placements, among other locations. Here again, the creative is bold and colorful to catch buyers’ eyes and remind them to check eBay.
As you can see, the campaign is all about celebrating individuality, highlighting the uniqueness that makes you, well, “you”. While the campaign is aimed at buyers, it's the unique inventory, brought by our incredible community of small business sellers, that makes eBay the extraordinary marketplace it is.
Each eBay seller brings her or his own uniqueness to eBay. That’s what makes eBay a colorful marketplace. So sellers, tell us or show us (photos welcome!): how is your business or way of doing your business unique? In other words, how do you “do you” on eBay? Write or share pictures in the comments section below.
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