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Helping Ebay Win Black Friday

Challenge

To mark this year’s Black Friday, eBay had thousands of daily deals from big brands across the week. With 80% of products on eBay UK brand new, this provided a great opportunity to shift the common perception that eBay is predominantly an auction house selling only used items. eBay gave customers the chance to beat the Christmas rush and score a brand-new gift for their loved ones, at a very good price.

Approach

Whether customers are searching for a toy they treasured as a child to pass on to their own child, or they’re on the hunt for the brand new family television of their dreams, eBay have the opportunity to grant those emotional moments of retail triumph. So, to help amplify and drive consideration of eBay’s Black Friday daily deals, we teamed up with a number of parenting influencers to create product-focused content around the hero deals. Parent influencers are real people, vacuuming up the trail of mess their little ones leave behind, craving a family film night or gaming session that doesn’t cost the earth, just like every other family trying to make ends meet. Parents are also incredibly strapped for time, especially during the festive season, so parent influencers are trusted and relied on to make retail judgements their followers can attest to.

Influencers were provided with a list of hero Black Friday products to choose from, including a Samsung 50” TV, an Xbox, a Google Home Hub and the very popular Dyson Animal vacuum cleaner. Each influencer was tasked with providing a human, emotive story behind why they had purchased the item for their loved ones, along with a clear call-to-action for their audiences to head to eBay to discover other great Black Friday deals.

Results

Overall, the Black Friday content was extremely well received across all of our influencers’ channels, achieving over 870K impressions, with an average engagement rate of over 15%. The majority of influencers’ followers expressed their excitement around the great value prices on offer at eBay, and how they were really “winning Black Friday”. One follower suggested that the content shifted their entire perception of eBay, now viewing it as the place to buy big brand products for the best value, in an entirely efficient way. The product focused nature of the content ensured that influencers clearly communicated the daily deals on offer, helping to cut through saturated Black Friday conversations on social. Not only were influencers, followers and online communities delighted with the campaign, it was also given a nod in the Daily Mail for making “shoppers thrilled” and ensuring eBay had their fastest sell-out Black Friday.

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