THE 14TH ANNUAL SHORTY AWARDS

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eBay and Team Whistle

Entered in Brand Awareness Campaign

Objective

eBay turned to Team Whistle to appeal to the next generation of card collectors and flippers in an accessible and innovative way across social media. To drive awareness for eBay’s Vault launch, eBay became the exclusive presenting sponsor of the ‘Making Bread’ investing focused vodcast. Whistle adapted the content into short-form segments that were unique and optimized for each platform based on best practices & relevant trends like popular sounds, and native in-app trends like the greenscreen filter, and what we know will be most engaging from our experience as a publisher and social content studio. It was then distributed across Team Whistle Tiktok, Instagram, Snapchat, and Twitter, as well as eBay's digital and social ecosystem for their usage, with assets that were intentionally developed for each platform. The collective efforts of this collaboration drove positive shifts in favorability, likelihood to recommend, and purchase intent on eBay. eBay’s messaging resonated with Whistle’s audience, after watching 78% thinking eBay is a trustworthy marketplace that cares about both buyers and sellers. This builds on eBay’s recent integrations into existing original IP with Team Whistle, including, a new season of Whistle’s ‘Card Clout,’ a talk show series talking with celebrities and athletes who are big time collectors on their respective card collections, and an episode of ‘My Hustle,’  a docu-series profiling young entrepreneurs, featuring NFL star AJ Dillon’s who created his own card flipping business with the help of eBay’s card collecting/flipping tools.

 

Strategy

eBay sought to appeal to the next generation of card collectors and flippers in an accessible way, while driving awareness and consideration for the eBay Vault launch, through a Presenting Sponsorship of ‘Making Bread.’  eBay received in-read ad units and custom vodcast Best Moment Segments, driving awareness of the Vault launch while layering in pre-roll and social distribution. ‘Making Bread’ is Whistle's podcast/vodcast, hosted by NFL quarterback and crypto enthusiast Matt Barkley as he engages in discussions with other enthusiasts, to educate listeners on the variety of ways in which they can invest in the world of cryptocurrency, NFTs, trading cards, and more. Vodcast Segments featured Best Moments from the episode that were specifically designed to connect with the best practices across each platform. This partnership built on eBay’s recent integrations into existing original IP with Team Whistle, including, a new season of Whistle’s ‘Card Clout,’ a talk show series where host DJ Skee interviews different celebrities and athletes who are big time collectors on their respective card collections, and an episode of ‘My Hustle,’ featuring NFL star AJ Dillon’s who created his own card flipping business with the help of eBay’s card collecting/flipping tools. ’My Hustle’ is a docu-series profiling young entrepreneurs.

Results

The results were 1,865,491, Impressions, 742,111 Views, 8,537 Engagements, and 6,974 Reactions. TikTok engagement and retention metrics performed quite well - with content seeing 2.51% completion rate, beating the benchmark by 202%, and a 2.06% engagement rate beating the benchmark by 122%. Top performing videos include; The Vault, Trivia, and Tom Brady rookie card. The assets lifted brand KPIs, with 90% of participants aware that eBay was the sponsor of our video, which is +2% points over our benchmark. Even though eBay had relatively strong pre-exposure scores (83%), the TikTok increased associations of eBay’s inventory as being the largest by +3pct points. Having watched the video, 76% agree that eBay is the best in class platform for buying/selling trading cards securely, demonstrating the campaign's effectiveness. Instagram vodcast segments performed well across retention metrics exceeding Whistle’s video completion rate and average percent viewed benchmarks. The video completion rate was 11.22% beating the benchmark by 63%, and 42.31% beating the benchmark by 7%. See one of our exciting game show segment videos. The collective efforts through ‘Making Bread’, drove positive shifts in favorability overall (+2%), likelihood to recommend (+7%), and purchase intent on eBay (+5%). eBay’s messaging resonated with Whistle’s audience as 78% think eBay is a trustworthy marketplace that cares about both buyers and sellers after watching the video. 

 

Media

Entrant Company / Organization Name

Team Whistle

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Entry Credits