EBay uses social platforms to pick up image in UK
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EBay uses social platforms to pick up image in UK

Ebay isn’t an online version of the secondhand thrift stores that populate the more run down streets in cities the world over. In fact, 80% of the goods sold on the platform are new. However, the global public doesn’t see it that way – and that’s a problem for the company, which wants to update its image in the country. In June, eBay launched a rebranding campaign that would address this problem internationally. In the coming weeks, it will roll out in the UK – and the company thinks social media is the best way to get it in front of consumers.

EBay’s share price has risen by 23% year to date

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SOURCE: Yahoo Finance

On Instagram, eBay will run “dynamic videos” which automatically feature product inventory from its Deals program in real time, rendered into an ad format. These will run over 15 seconds between the apps popular, high-engagement, Stories format.

On Snapchat, the company found a user group older than it expected. A recent campaign run on the platform that brought attention to eBay’s usefulness for people moving home – whether they needed boxes and tape, new sofas, kitchen equipment, and more – reached 3.5 million customers over the age of 18.

According to Gareth Jones, eBay’s senior director of marketing in the UK, social media has evolved. Sensible brands can no longer afford to consider it a cheaper, less effective, form of television advertising. He said: “TV has a big role, but people consume audiovisual content in a myriad of different ways now. So we have developed content for linear TV, but also filmed bespoke content for Facebook, Snap, YouTube, etc. For eBay, the days of slicing and dicing the TV ad to squeeze it into shorter formats across social are over.”

It is too early to tell how well the campaign is playing out over the UK – let alone the world – but eBay seems to have courted recent success in the advertising world. Over the Christmas period, eBay’s ad awareness score rose from 9% to an impressive 17%. Since then, it has maintained about a 15% average. This puts it in a strong position to reach consumers, and with enough care, they will hopefully like what they see.

Disclosure

Dominion holds eBay in its Global Trends Ecommerce Fund.


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