To resonate with the target audience (18-44-year-olds) the talent needed a similarly broad reach. Lewis Capaldi, with over 10.7M social followers, was the perfect partner – not just because he is a small business champion, but his playful, relatable sense of humour too.
Working with Capaldi’s label and agents, we coordinated with the re-release of ‘Before You Go’, producing a music video filled with small business buys from eBay.
Lockdown meant shooting our retro-themed workout video remotely from Capaldi’s home gym, making it feel authentic. All items used, worn and shown were from eBay small businesses – which Lewis elaborated on in his bonus content.
We created bonus, swipe-able content with small business messaging for eBay’s social channels, paid social and outtakes for Lewis’ social accounts.
eBay’s PR team worked with us to amplify the campaign and to promote a charity auction for CALM – selling the vintage track top from Sheanie’s Vintage, worn by Lewis in his video.
Organic social – via Lewis’ 13 posts – drove awareness and consideration:
11.2 % ER
Paid social – which we worked with ThatLot to create – drove consideration and conversion:
Total Impressions: 26.7M
Total Engagements: 4.1M
CPI (Twitter): £2.09
Average CPM (FB, Snapchat, TikTok, YouTube): £2.25