eBay’s Small Business Surprises with Jack Whitehall

Markets worked in:

Services Provided:

+Celebrity Partnerships
+Production
+Press Integration
+Paid Media Amplification
The Brief

eBay challenged us to promote its small businesses with an entertaining, talent-driven campaign. This had to be a collaborative campaign – between us, the client, the talent and eBay’s PR and paid social agencies – to ensure maximum reach.

The Approach

When looking at what consumers may be missing in lockdown, one topic kept coming back up – travel. Enter Jack Whitehall, best known for his travel show with father Michael, which was put on pause when lockdown hit. Enter: our opportunity. Jack and eBay would bring the world to Michael instead.

We needed to create funny and snappy content for paid so, taking editorial cues from Travels with my Father, we worked with Jack to create a scripted sketch, centred around a Zoom call while Michael opened travel related parcels sourced from eBay’s SMBs.

As an awareness campaign – reach, views, impressions and ER were key. eBay’s secondary priority was click-through so we measured swipe ups, clicks and created an on-site shoppable edit.

The Results

Organic Social:

  • 28M impressions
  • 904K reach
  • 5K swipe ups/link clicks
  • 12% engagement rate
  • £09 CPE

TikTok Topview:

  • 25M impressions
  • 10K follower increase in 24h

YouTube Masthead:

  • 2M impressions
  • 23% of UK population reached

Facebook & Instagram Paid:

  • 6 million Thruplays
  • 24 million impressions
  • 4 million reached
  • 110k link clicks

PR:

  • 6 pieces of coverage
  • 1M reach
28M Impressions
5k Swipe ups/link clicks
12% Engagement rate