eBay: a serendipitous relationship driven by marketing consulting

eBay: a serendipitous relationship driven by marketing consulting

 
U92
Published Jul 30, 2018
Category: U92 News
U92
Published Jul 30, 2018
Category: U92 News

eBay is the second-biggest e-commerce player in the country, with more than 8 million Canadian visitors every month. Since 2015, U92 has been eBay Canada’s creative partner for a number of brand marketing initiatives. Until recently, U92’s main goal was to breathe new life into the company’s marketing initiatives, namely banners, newsletters and social media content.

A broader mandate: Taking a marketing consulting approach

Since 2017, we have broadened the scale of our collaboration with eBay by positioning ourselves in more of a marketing consulting role. In so doing, we’ve worked, with our friends at Bleublancrouge, to demystify the brand amongst consumers—specifically with respect to two ways in which the brand was perceived in the Greater Toronto Area.

We’ve also expanded the use of various media, rolling out the campaign on digital, social, radio and outdoor platforms. We even decked out the entire Bloor-Yonge subway station for the campaign launch.

Introducing bright colours and using catchy phrases like “Shopped from Canada. Shipped from Canada.” ensured that we were able to reach the campaign goal of demystifying the brand.

Introducing bright colours and using catchy phrases like “Shopped from Canada. Shipped from Canada.” ensured that we were able to reach the campaign goal of demystifying the brand.

Results: From demystification to consideration

The integrated campaign generated more than 400 million impressions and resulted in a 3-point improvement in consumer consideration of eBay in the Greater Toronto Region. And, while the campaign was not primarily focused on driving traffic, we noted a 2-point increase in web traffic to eBay.ca as a consequence of the campaign.

Much more than a campaign

Our collaboration with eBay has allowed us to explore a true intersubjective learning relationship within our two organizations. In addition to this brand demystification campaign, we worked with eBay from a broader consultative perspective, helping them to organize their marketing tools and assets and optimize processes by creating playbooks, templates and asset libraries—all while remaining keenly focused on the brand image. This marketing consulting approach allowed us to create a close relationship with the e-commerce giant and become, to a certain degree, an extension of their Canadian marketing department.

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