eBay

Redefining how eBay utilises influencer marketing

Overview

Influencer marketing has become stagnant, the proliferation of sponsored posts and partnerships without thought are prolific across social, our brief was to tackle this and redefine how eBay utilises influencer marketing.

Response

A six-part video content series featuring influencers from differing disciplines with authentic eBay stories to showcase with both their own audience and eBay’s channels. The narrative allowed for each person featured to tell their own unique story and speak of their passions for their profession, rather than simply championing their audience size. From 20 year old rally driver, Catie Munnings to wildlife photographer George Turner, the narrative of each film focused on providing each individual with a platform to showcase their interests, their voice and how eBay has been with them on their journey along the way.

We developed a character through voiceover that bought a distinct playful and fun tone of voice to each piece of content, the voiceover worked to create a consistent dialogue narrating the story of the individual. Genuine archive footage was supplied from each individual to provide an accurate and authentic visual storyboard alongside the brands playful new branding.

Outcome

Each video was shot vertically and optimised for mobile, a format the brand had yet to experiment in on social. The series has garnered much attention in social advertising from being showcased as best-practice for vertical video by both Facebook and Snapchat at Cannes – with Isaac’s video becoming eBay’s most successful video to date on Snapchat.