eBay launches its first ever global campaign
eBay launches its first global campaign today and revamps its homepage. "Shop the world" campaign coincides with the debut of a sleeker, carefully edited homepage. The campaign will launch on October 13 and will roll out across the US, Australia, UK and Germany over the coming weeks, with more markets to come in 2015.
CMO Richelle Parham told the AdAge that initially the collections on the homepage will tie back directly to the TV spot, showcasing categories ranging from women's running to lighting fixtures.
The homepage will also highlight the anthem spot after it goes live on Monday, as well as call out the fact that eBay has more than 800 million listings, half of which ship for free and 80% of which are new items.
Richelle Parham, CMO, eBay was quoted in AdAge as saying "We've never gone out to the customer with one single message at the same time. All of the creative across markets is the same creative concept, the same key message…This is the tightest connection [we've had] from marketing efforts to the product experience."
The campaign tagline is designed to highlight for consumers that anywhere they go, anything they see, they can buy those things instantly on eBay. The spot shows big, inspirational moments that become personal moments.
The campaign started doing the rounds on social media channels already, while the TV spots launch on Oct 13. Media weight will be similar to eBay's past efforts, from a TV and digital perspective, but eBay will ramp up its presence in social-media channels.
In a bid to help revamp its image on a global scale, eBay tapped Omnicom's Goodby Silverstein & Partners for creative, and WPP's MediaCom for media.
eBay also recently announced plans to spin off Paypal by mid-2015, but for eBay Marketplace, it's "business as usual."
On the mobile front, eBay in September said it was resurrecting its in-app mobile ads, after it pulled them last year. Rather than use the standard mobile banners, eBay will add a new so-called "native" ad to its mobile apps in the fourth quarter of this year. On an average day on eBay India, one product is bought every 37 seconds via a mobile device (mobile, tablet or phablet).
eBay India has over 2.1 million active users, which come from over 4,306 cities in India. And eBay India has over 2.6 million fans on Facebook. Over 92% of all eBay's shoppers pay via Paisa Pay – a secure online payment gateway enabling credit card, debit cards, net banking, EMI, mobile payments & cash cards.
At any given time, there are over 1.1 million live listings on eBay across 2,000 categories of products in Electronics, Lifestyle, Collectibles & Media verticals.