Challenge:
Make eBay the destination for home shoppers by raising awareness and purchase consideration of the Home and Garden vertical with 18–35-year-olds.
Context:
Against a backdrop of encroaching competitors and a cost of living crisis, this campaign aimed to show how eBay's inspiring products can offer a mini getaway in consumers' own homes.
Connection:
Using a credible and relatable celebrity, connect eBay Home and Garden with 18–35-year-olds.
Creation:
Using data on wellness trends, consumer keyword insights and colour theory, we created a two-drop campaign that was SEO-driven. Starring Fearne Cotton, this multi-platform activation rolled out over summer and winter, on Instagram, YouTube, on-site and via PR. Our Studio Production team end-to-end produced socially native content that amplified the message: eBay is the destination for homeware as unique as you are. To achieve awareness, we worked across a range of platforms including Pinterest and onsite with shoppable edits. Fearne curated inspiration boards, gave press interviews and heroed the message on her podcasts. We amplified the content on organic and paid social, to really cut through where it counts.
Conversion:
Tapping into Fearne's creativity on the shoppable onsite edits proved insanely successful. That, and the paid social performance helped us unlock a Q4 celebrity partnership brief.
Results:
1.6M Impressions
8% ER
+3% Purchase Consideration
+11% Awareness of breadth and depth of inventory
+9% Awareness of pre-loved proposition
260K Grid Engagements
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