eBay Case Study: A deep dive into how eBay appointed their social media agency through Creativebrief.
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The brand
eBay is a global e-commerce leader that connects millions of buyers and sellers around the world. As the world’s online marketplace, they exist to enable economic opportunity for individuals, entrepreneurs, businesses and organizations of all sizes. They are recognised as one of the key players in driving the future of e-commerce forward with over 1500 cities with eBay classified listings.
Having struggled to locate agencies that we felt really challenged us we approached creativebrief to support in the review and as a result found an outstanding agency who seemingly tick all the boxes. Already we are starting to see the change in the quality of our digital marketing
Bastiaan Ellen, Director of Social and Content Marketing, eBay
The challenge
The brief from the client was an ambitious one as they looked to transform their communications within social media. Although eBay had an active presence in multiple social channels, this space was not being utilised as a key strategic channel.
As social became a priority, they sought an agency to deliver all of their European-wide social media activity. Key markets for the brand were UK and Germany, with Italy, Spain and France close behind. As such, the chosen agency needed to have a track record in the seamless running of a multi-market, multi-language business and be able to engage with these countries remotely through social.
eBay was looking for an agency with an exceptional strategic pedigree: one that could help them to establish a consistent tone of voice that is ‘ownable’; map out the future of their social media activity and highlight a clear role for all elements of the mix. Owned, earned and paid social channels were all in the scope.
The Creativebrief process
Whilst the client’s initial instinct was to focus on agencies with social media at their absolute core, they were also open-minded to broader digital agencies that are exceptionally strong in social. Using our extensive network of agencies and mapping out the marketplace, Creativebrief shortlisted six candidate agencies.
The process required us to deploy technology to connect the German-based office with the European agencies. Q&A done online were held between agencies and the brand, which included not only asking for specific experience of successful social campaigns, but also gave an insight into the relationship to ensure their styles of working matched.
The brief was to present a vision, strategy and tactical plans to substantially increase the amount of traffic from social media platforms through the use of owned and earned media. As well as developing a social creative concept that would make eBay the best performing and most talked about brand through social media.
eBay selected two final agencies to attend a virtual meeting where they went into more detail on how to strengthen the brands messaging strategy within social media in a final round of Q&As.
The result
This alternative process, partly using video technology, allowed eBay to appoint Naked Communications to handle its social media and content across Europe. Naked showed from day one they could be the partner to help unlock the strength of eBay’s unique position of being able to shop the world and engage with both the heart and head of their social media and content program.
To find out more how Creativebrief better connects brands and agencies, please get in touch today on +44 (0)20 7478 8200 or email [email protected]
