EBAY GEN-Z MISPERCEPTIONS CAMPAIGN E-commerce eBay United States
THE BRIEF
The eBay brand had languished and Gen Z was shaping their opinions about eBay based on substandard product experience or negative word of mouth/reputation. Our task was to run a global campaign to positively shift brand perception on social media.
OUR INSIGHT
eBay is more than just things. It’s about the people–making connections, fueling passions and building community. Since we know that Gen Z thrives on real, raw and authentic content, we established a creative platform for the campaign named, “Where Everything is Worth A Lot More.”
THE IDEA
We launched a TikTok, Facebook and Instagram Reels campaign starring real, relatable Gen Z eBay users telling real, compelling and relevant stories in the US, Canada and Australia. Specifically, we partnered with niche micro and nano influencers, who are creators in their own right. They illustrated how eBay is trustworthy, easy to use, has a relevant inventory, and is able to fuel passions across every niche.
RESULTS
POSITIVE SENTIMENT
We boosted positive sentiment to 81% – that’s 30 points above eBay’s benchmark of 51%
DRIVING BRAND RELEVANCE
We increased relevancy rate across consumer comments to 73%, at 13 points above the 60% benchmark
WINNING GEN Z LOVE
eBay is making its way back into the hearts of passionate Gen Z buyers and sellers everywhere