[ Outbound marketing ]

The rundown

U92 has the distinct pleasure of working with eBay Canada as a creative partner in a wide range of marketing initiatives.

Category

Outbound marketing

Expertise

Digital Marketing

Year

2015 to present

Year

2015 to present

Expertise

Digital Marketing

Services

Art direction, Graphic design, 360° Communications Strategy

The rundown

U92 has the distinct pleasure of working with eBay Canada as a creative partner in a wide range of marketing initiatives.

Context

With more than 8 million visitors per month, eBay is the second biggest eCommerce player in Canada, and since 2015 we’ve helped maintain this distinction as one of their creative partners. Our role is to breathe new life into a number of their marketing initiatives, including banners, newsletters and social media content.

Mandate

Convey eBay Canada’s creative vision across various platforms by integrating the brand’s products and key messages across a wide range of formats - not to mention within tight deadlines.

Challenge

Our partnership with eBay started with simply producing their banners, newsletters and social media content. Since 2018, though, our role has evolved into helping the brand correct some of the misconceptions Canadian consumers harbour against the platform by developing both a print and radio campaign for the greater Toronto area.

Goals

  • Improve eBay's reputation in Canada by helping evolve Canadians' perception of their platform
  • Support the brand’s communications and seasonal campaigns
  • Increase the visibility of certain strategic products, tell a compelling story for site visitors and broadcast the brand’s personality
  • Improve both website performance and conversions

Process

Flexibility was crucial to this partnership, so we developed a workflow to tailor our production output according to eBay's content needs. For each campaign, we worked closely with the brand’s strict standards guide to ensure both the quality of our deliverables and the ease with which we could add people to the production team.

eBay
eBay

From supplier to agency

In 2018, our relationship with the brand was such that we started developing of a 360° Communications campaign for eBay Canada in collaboration with our sister agency, Bleublancrouge. This campaign aimed to increase brand awareness and change misconceptions about the brand’s platform. The media used was expanded from digital to radio and billboards, and Toronto's Bloor-Yonge subway station was fully decorated for the occasion.

More than a campaign

Our collaboration has helped eBay Canada organize their marketing resources and optimize their processes by creating playbooks, templates and asset libraries. This approach has helped us become close allies with the e-commerce giant and, to some extent, an extension of their Canadian Marketing department.

“eBay Canada has had a great partnership with U92 for years. The U92 team is able dial up or down their production capacity depending on our changing needs – a huge help given shifting market demands.”

– Andrea Stairs, General Manager, eBay Canada and Latin America

Results

More than More than

400 million impressions

A 3-point improvement A 3-point improvement

in eBay’s consumer consideration in the Greater Toronto Area

A 2-point increase A 2-point increase

in traffic to eBay.ca, thanks to the campaign

More than More than

6,000 creative assets produced per year

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