LEWIS CAPALDI DOES LOCKDOWN WITH EBAY
Our brief from eBay was to create a talent-led, entertaining activation that would increase awareness and purchase consideration for small businesses. The activation would take place during lockdown, to support their pre-existing #StrongerAsOne brand campaign. Our response needed to be simple, integrated and consolidate all those messages of support with one clear creative.
Integrated thinking was reiterated as the beating heart of this project. We needed to work in a way that would deliver 360 content, made up of viral, sharable assets. Globally successful popstar Lewis Capaldi was the clients’ first choice to front the campaign, which involved everyone from Lewis’ management team and music label, to eBay’s PR and paid social teams. We had to ensure content could be leveraged in a multitude of ways, whilst staying authentic to eBay and of course, Lewis Capaldi!
There were a lot of moving parts that went into bringing the brief to life. Not only did we face the challenge of creating a full campaign with minimised production during a global lockdown, but we also had to make sure we were consistently driving eBay purchase consideration, without compromising on artistic endeavour.
With many brands struggling to reach consumers in a supportive, authentic way following a long period of uncertainty, our strategy was to use a humourous and timely ambassador to shine a light on eBay’s thousands of small businesses, through the creation of an inherently sharable content series.
To resonate with our client’s target audience of 18 to 44-year-old online shoppers, the talent we chose for this campaign had to have a similarly broad reach. Lewis Capaldi, with a combined social following of over 10.7M, was the perfect partner – an authentic fit for the brand not only as he already champions small businesses, but also because of his playful, self-deprecating sense of humour and laid-back approach to life. His natural attitude meant that producing a homemade music video – during lockdown – would perfectly land the messaging around support for small business on eBay.
Working with Capaldi’s record label and talent agents, we coordinated the campaign with the re-release of his No.1 track ‘Before You Go’, to create a music video set made up of amazing items from small businesses on eBay. Since Lewis had jovially talked to his followers about his lockdown weight-gain, we used a retro-themed workout routine as the music video’s creative concept. Due to lockdown, we knew production elements would be minimised, so we worked with Lewis remotely – who shot the video in his home gym, which made the end result feel authentic and relatable. All items used, worn and shown in the video and social content were sourced from eBay small businesses – a fact that Lewis elaborated on in his bonus content.
We worked with Lewis to create bonus, swipe-able content with key messaging around eBay’s small businesses. These were edited for eBay’s social channels, alongside paid spots across Snapchat, TikTok and Instagram. Outtakes from his music video shoot were posted across Lewis’ own social channels too.
Finally, as Capaldi is an influential star with a huge fan base and reach, we worked with eBay’s PR team to push the campaigns positive sentiments and wrap up the campaign with a charity auction for CALM. The item sold was a vintage track top from eBay small business Sheanie’s Vintage, worn by Lewis in his video.
The role of organic social for this campaign was to drive awareness and consideration of small businesses on eBay. Lewis’ owned content – 13 posts across YouTube, Instagram, Facebook and Twitter – delivered on those objectives, and more.
Top-line organic social numbers:
759K engagements (likes, comments, shares)
11.2 % ER
The role of paid social for this campaign was to drive consideration and conversion for the small businesses on eBay. We worked with ThatLot, who created a series of branded edits for eBay’s social channels.
Total Impressions: 26.7M
Total Engagements: 4.1M
Average CPM (FB, Snapchat, TikTok, YouTube): £2.25
For earned media, we worked with eBay’s PR team, Weber Shandwick, to ensure the idea was PR-able enough to make a splash in the press whilst driving purchase awareness, consideration and conversion. Lewis’ support of eBay’s small businesses generated coverage across national newspapers, with a circulation of over 54 million, as well as regional, consumer and trade publications with a circulation of over 20 million. The publicity and excitement generated by this campaign enabled us to do some significant good too, with the charity eBay auction raising over £8.3K for CALM.
Watch the full music video here: http://bit.ly/LewisCapaldieBay
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