Case study – Objective: Change minds
2020 proved a challenge like no other, but eBay’s innumerable small sellers became overnight heroes as they stepped in to fill the gap left by Amazon and supermarkets in the midst of the global pandemic. This gave eBay the authority to show the nation how essential their sellers are, whilst showing valuable support for the sellers themselves.
MediaCom partnered with Mail Metro Media (MMM) to tell the sellers’ stories. Through a winning combination of digital native articles, a video series and advertorials in You and Weekend magazine, the campaign championed eBay’s small businesses and delivered incredible results, for both eBay and its sellers. 70% of people said the partnership made them feel better about eBay and 64% said it told them something new. Importantly, the campaign drove action, with a huge 258% increase in sales for the featured sellers in launch week alone.