Whatever it is you can buy it on eBay
Whatever “it” is, you can buy it on eBay
The very thing that made eBay famous was threatening its future success. People saw eBay as a great place to buy hard-to-find, collectible items but did not think of it for the more ordinary, everyday items that represented the real growth in ecommerce. Incessant pop culture references merely amplified this problem for a very modest media budget to overcome.
Idea
Integrate “it” using custom advertorial gift guides across Rolling Stone, Domino, Lucky, Sports Illustrated, and Wired and seed contextual ads into endemic programming on TV to nudge shoppers to buy traditional holiday presents (or whatever) on eBay instead of brick and mortar stores leading up to the innaugural year of Cyber Monday.
The result?
The highly successful “It” integrated campaign broadened perceptions of what could be bought on eBay and helped grow revenue twice as fast as ecommerce.
The very thing that made eBay famous was threatening its future success. People saw eBay as a great place to buy hard-to-find, collectible items but did not think of it for the more ordinary, everyday items that represented the real growth in ecommerce. Incessant pop culture references merely amplified this problem for a very modest media budget to overcome.
Idea
Integrate “it” using custom advertorial gift guides across Rolling Stone, Domino, Lucky, Sports Illustrated, and Wired and seed contextual ads into endemic programming on TV to nudge shoppers to buy traditional holiday presents (or whatever) on eBay instead of brick and mortar stores leading up to the innaugural year of Cyber Monday.
The result?
The highly successful “It” integrated campaign broadened perceptions of what could be bought on eBay and helped grow revenue twice as fast as ecommerce.
Awards
Effie Gold - Retail Category
Credit: BBDO/OMD New York/ad.com
Symbiotic Strategies LLC
janna@symbiotic-strategies.com
janna@symbiotic-strategies.com
Santa Monica, CA 90403