The online marketplace wanted to increase awareness and shopping intent ahead of the festive season – especially among millennials.
Becoming a destination for new products too
eBay was the first online marketplace. Today, it's a household name. A regular feature in lists of best loved brands, it connects millions of buyers and sellers, helping customers to find the item they're looking for from its 1.1 billion listings. Founded in 1995, the marketplace has helped define online commerce in the decades since, becoming the place where the world goes to shop, sell and give.
As part of the company's mission to be the number‑one destination for discovering great value and unique selection, eBay UK wanted to run a campaign ahead of the 2017 Christmas season to increase awareness and consideration among millennials.
They also wanted to increase awareness and close the perception gap among the general population and demonstrate that eBay isn’t just where people sell second-hand items, but it’s also a great place to find new products from leading brands.
Specifically, eBay wanted to boost awareness, brand favourability, shop intent and message association with the campaign tagline 'Fill your cart with colour'. The online marketplace closely monitored their view-through rate and cost per view for videos, as well as click-through rate and cost per click for static Pins.
eBay looked to partner with Pinterest for the campaign, knowing that people use the platform to plan for Christmas gifting and entertaining inspiration and that one in two Pinners are millennials.1
“Our partnership with Pinterest on the ‘Fill your cart with colour’ campaign, was a brilliant way to show eBay’s vibrant and colourful wares for the festive season in an inspirational and engaging way.”
Targeting interests with influencer content
eBay decided to divide its campaign into two phases. The team worked with Pinterest Marketing Partner 4C to manage and optimise their campaigns at scale. The first was the Christmas launch, which consisted of both Promoted Pins with static images and Promoted Video Pins. The second was the Christmas Push, which focused on Promoted Video Pins only.
They used video to move “top-funnel” brand metrics, such as awareness and message association, and static-images for “lower funnel” metrics, such as click-throughs and sales.
When considering what audience to target, eBay first identified four clusters of people they wanted to reach: those interested in Christmas, fashion, do-it-yourself (DIY) projects and décor. To find them, the marketplace used interest and keyword targeting, along with social-media influencers.
When developing their creative assets, they carefully selected people who had established reputations as experts in various fields, including arts & crafts and entertaining on social channels, in order to communicate the idea that eBay is the place to find special, unique products. These videos resonated with eBay’s narrative: 'Shop like nobody else because you aren’t like anyone else'.
Promoted Pins with static images featured festive ideas for gifts and entertaining, and linked directly to products for purchase on eBay.
“We wanted to share ideas for gifts and entertaining with consumers when they were planning their Christmas festivities, and follow this right through to their end purchases on site with our quality inventory.”
Boosting awareness, favourability and intent
Connecting with people who are planning for Christmas made a significant difference for eBay. The campaign raised metrics at both the top and bottom of the sales funnel – and the strategy of using video for top-funnel goals and static images for lower-funnel goals was right on the money.
According to a Millward Brown study, eBay’s Promoted Video Pins that ran during the November Launch phase lifted message association by 6.3 points and brand favourability by 8.9 points. The average cost per video view for the whole campaign was just USD $0.01; the view-through rate was 47%.
The campaign’s Promoted Pins really brought it home for the festive season, lifting shopping intent by 13.2 points.
1comScore, US, June 2018