eBay is working hard to engage Millennials and Gen-Z consumers with a “bottom up” social campaign. While eBay has plenty of brand new products and fashion (81% of products are new; 87% are available immediately), the site struggles to convey that it’s more than recycled merchandise. To do that, it’s enlisted digital agency R/GA to create a social media campaign to let consumers flaunt their eBay Fashion purchases. The @ebayfashion handles on Instagram is relatively new, with 8,000+ followers. The link into bio redirect consumers to shopping options.
GROWING FASHION INTERFACE
eBay has been aggressively growing its fashion options and digital interface, helping consumers find what they need both on the site, and translating what they see in the real world to items available for sale on eBay. Earlier this year, eBay partnered with worldwide media and entertainment company Mashable to create easy-click, shoppable editorial across the UK and US. Combining Mashable’s expert recommendations with the consumer discovery power of eBay, the partnership allows Mashable’s audience to use eBay to shop, browse and purchase products matching those featured on Mashable – all without ever leaving the Mashable site.
Dan Burdett, Head of eBay EMEA Marketing Lab said: “We know a lot about how people shop on our site, but less about how they shop off it, so we wanted to bring a simplified shopping experience that brings products to Mashable’s passionate audience rather than expect them to come to us”.
The Mashable pilot partnership is a pioneering effort from eBay’s Marketing Lab, which focuses on developing disruptive marketing solutions. By introducing the new eBay widget to Mashable, the team will be able to understand whether elements such as seller reputation and delivery times matter as much to consumers than they normally would on the platform. The marketing team will use the data and learned consumer insights from the pilot to accelerate business growth and deliver scalable solutions.