EBay Positions Itself for Lucrative Festive Season with Major Marketing Push
Following the devastating cyber-attack earlier this year which saw customer trust levels plummet, eBay is now looking to regain market share in the run-up to Christmas by launching its first ever global brand campaign to highlight the massive range of products they offer consumers.
Titled "Shop the World", the campaign was created in collaboration with Goodby Silverstein & Partners. It will span digital as well as social channels and is set to be publically unveiled in the US on 13 October and in the UK on 20 October.
The global campaign will focus on two main consumer groups - people that like to get cracking with their Christmas shop early and are looking to be inspired; and those that leave the festive shop until later and are on the lookout for bargain deals.
Additionally, a UK festive drive will follow to promote services such as the new Click & Collect which will roll out over the next few weeks.
EBay's Senior Director of Operations, Sarah Calcott, commented: "Leading up to the holiday season is a great time to communicate to customers how shopping has changed. It will start with an inspirational feel to reflect how customers start shopping then as we hit crunch time and people get more serious about gifts we switch much more into meeting the needs of customers with a focus on last-minute gifting, good deals and offering things like Click-and-Collect."
She added: "Part of doing this global brand campaign is to reassure customers and tell them what a great experience we offer."