Drive consideration of eBay as a holiday shopping destination by positioning it as the place for inspiration in giving thoughtful gifts.
Around the holidays, every brand creates gift guides. So rather than blend in with the crowd, we helped eBay stand out through fun and interactive ways to inspire more thoughtful gifts this holiday season across several social channels.
We hacked Instagram, using tags and multiple profiles to create a personality quiz, bringing users through an immersive journey to find the profile that matched an archetype for the person on their list. In the end, they found a profile filled with shoppable gifts. We translated this to Facebook Canvas, pushing the boundaries by utilizing the ability to link multiple Canvas units for a more interactive and innovative experience. And to bring the activation to life on Twitter, we served playful content that cycled through intriguing questions about those on their shopping list, followed by hand selected gift suggestions to help users achieve the ultimate #GiftGoals.
Additionally, we partnered with influencers to offer viewers gifting stories and thought provoking questions to help them find a thoughtful gift through Facebook Live broadcasts.
In a Facebook promoted content brand lift study, we saw a 4-point lift for Ad Recall. For Facebook Canvas, we received an engagement rate 50% higher than industry benchmark. On Instagram, the campaign inspired over 580k total reactions. And on Twitter, we beat the retail engagement rate benchmark by 141%.
