EBAY – How do we re-engage a global community around a new vision?
eBay, the world’s biggest market place, wanted to re-energise multiple and distinctly different cultures and creatively reimagine and paint a picture of the company they want to be. They needed to focus their strategy, be bold, brave and give their stakeholders a reason to believe in the company again. This strategy coincided with eBay’s divestment from PayPal.
Working in partnership with the executives, we took eBay back to their roots – the thing that made them special when they first started – the community. We crafted and co-created a new company narrative based around this, we are eBay and we are everything because of you. We went on to help the business articulate a vision of the future which sellers, buyers and employees alike could write themselves into and set about building a brand community. We created 27 immersive global seller events to launch ‘seller standards’ and roll-out eBay’s new commitment to them. We used a celebratory moment in time, the Nasdaq Closing Bell to engage 50 eBay sellers – one from each U.S. state – to create a global countdown and shared the best of who eBay are and who they want to be. We also developed the #weareebay campaign to celebrate their 20th anniversary on social, mobile, ebay.com, via word-of-mouth and engaged influencers and stakeholders across the globe.
We reignited a passion for eBay amongst its key audiences which has driven increased positive sentiment in the stock and prospects for the business. There is now a clear understanding of the new eBay.inc proposition and strategy moving forward, the #weareebay community celebration generated over 100 million impressions, 2 million interactions and over 200,000 posts. #weareebay featured in Twitters Top 100 campaigns of 2015. eBay have seen the number of active buyers increase by 5% to 163 million, a record for the business. Following our campaign, the GMV (total amount of products traded) increased by 5% and the number of active sellers reached an all time high. What began as a four month project is now entering its second year.
“It actually feels as if Instinctif was part of the team. They are a thought partner but also a friend and it’s actually great fun to just bounce around ideas and turn the ideas into some really, really impactful programmes.”
– Tobias Huebscher, Director Employee Communications