eBay and Christmas.
Now together like Turkey and stuffing.
It used to be thought of as a place to sell your old Christmas gifts, not buy your new ones. But slowly attitudes to eBay are changing. And that's in no small part down to our eBay Christmas campaign. We started by reaching out to the existing eBay partnership media. At the same time, we reinvigorated the user base outside of the partnerships.
The creative strategy was based around promoting brand new items on sale for that particular day only. We looked at eBay's past performance. We discovered what the busiest days for online shopping were in the run up to Christmas. We upweighted the media to optimise impact around these times. Through careful planning we combined high impact 'trailblazers' with massive overall reach. This boosted cut through and reinforcement, all on a tightly focused budget. Our Retailer Share of Voice on the UK's five biggest portals went through the roof. For eBay, that meant one thing. It was Christmas.
To find out more view our case study.
