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eBay Announces Consumer-Driven Holiday Campaign
For the first time, eBay has announced an integrated consumer campaign focused on turning the online marketplace into a holiday retail destination.
This Christmas, eBay is looking to become a destination retailer rather than a search-driven marketplace. The marketplace giant announced its holiday plans in a detailed press release, which included a range of offers and initiatives aimed at both buyers and sellers.
The release outlined the launch of the “Wish Bigger” campaign housed on eBay’s new holiday hub. The holiday hub provides a single seasonal shopping location and offers sellers a “heat map” that tracks popular, in-demand items. By providing a list of these items to sellers, they can market their items to consumers more effectively. From the consumer end, this will allow shoppers to more easily track down those hard-to-find Christmas gifts.
“This is the first time eBay has created an integrated consumer campaign,” Suzy Deering, eBay CMO, told Ad Age. The campaign will be digital, including video, display ads, social media and streaming radio partnerships.
The Wish Bigger campaign is about exceeding expectations for the season by offering bigger deals on bigger brands and bigger selection, said the release. “We are using the power of eBay’s global marketplace to enable people to shop, sell and give in new ways this holiday,” says Hal Lawton, senior vice president of eBay North America.
With its “Wish Bigger” campaign, eBay is offering a solution every step of the way, the release continued, whether people are exploring at the start of the season, focused on getting the perfect gift at an incredible price (often after in-demand items are no longer on store shelves), or ready to get the goods they really wanted by selling something that wasn’t quite right for them.
The release also detailed offers for shoppers and sellers, including promotions, exclusive collections, and gift reselling options.
eBay’s holiday plans come on the back of its July split with PayPal. With eBay now reporting sales separate from PayPal, this year’s holiday sales will be even more important to the company’s performance.