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Influencers make a house a home with ebay

Our objective with this activation was to support and amplify the launch of eBay’s latest TVC. To do this, eBay onboarded the Connects team to work with celebrities and influencers alike, to create content that would emphasise eBay’s circular economy & showcase eBay as THE online destination where people can thrive by selling and buying.

SERVICES: Celebrity Partnership | Influencer Marketing | Content creation for paid media

Challenge

The challenge we faced was finding a sure-fire way of increasing the frequency and consideration of buying and selling on the platform. We wanted to create content and work with the right influencers to help spread the message that eBay is a destination you can ‘sell’ your pre-loved things and the items you’ve outgrown, not just a place to buy things.

Approach

For the vast majority of the world, home became the centre of our universe in 2020. We had to adapt our most familiar surroundings to become more generalised epicentres of work, play and rest. In doing so, we all seemed to realise what we hated about our homes and wanted to change, like the pieces of furniture that didn’t quite fit, or the TV that was always glitching. On the flip-side, we also discovered what we really loved and appreciated about our homes, and wanted to enhance.

So, to address this need for a home that could accommodate all walks of family life, we supported the launch of eBay’s new TVC by working with talent and influencers to create some humorous content, demonstrating the win-win of how you can sell your pre-loved items on eBay for a profit, and then buy something you love with the cash from the sale, to improve your space!

We teamed up with lead talent Paddy McGuinness, to create a thumb-stopping, hilarious, authentically-eBay IGTV and raw edit Instagram Stories content. This was also repurposed for paid ad spots across eBay’s channels. Paddy’s content sentiment empowered everyone to live their best life and improve their home, by selling and buying on the eBay marketplace, championing the phrase: ‘Life comes together when you Buy.Sell.eBay.’

Connects also engaged with additional supporting influencers, including Paul Olima and Louise Boyce. Their task was to produce TikTok and Instagram video content, including IGTVs and Reels, elevating eBay’s marketplace visibility and awareness by providing consumers with ‘Swipe Up To Shop’ and clickable link features. The sentiment of this content was to increase consideration that eBay is THE platform for selling pre-loved items for a profit, to replace with new purchases to love and value.

Results

Working with talent and influencers across three different tiers ranging from celebrity to micro, the campaign surpassed KPIs across the board. There was a huge amount of positive sentiment, from “Oh love a bit of eBay!” to “I’m not an eBay Mom, but your reel makes me want to be one…” In terms of numbers, the results were as follows…

– 16 pieces of content created

– Over 887K total moments of engagement

– Driving +818K impressions

–  855K reach/views

– A CPE of £0.10 (with the industry average at £0.25)

– 14% average engagement rate

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