EBay has launched its first global campaign and has revamped its homepage.
“Shop the world” launched Oct. 13 and coincides with the debut of a sleeker, carefully edited homepage. The 19-year-old company’s homepage has long been a search-driven affair, though the company last year debuted Collections, enabling buyers and sellers to curate items.
CMO Richelle Parham describes Collections, which have been highlighted in other areas of the site, beyond the homepage, as the “intersection of utility and engagement.” The collections on the homepage tie back directly to the TV spot, showcasing categories ranging from women’s running to lighting fixtures. The homepage also highlights the anthem spot, as well as calling out the fact that eBay has more than 800 million listings, half of which ship for free and 80% of which are new items.
“We’ve never gone out to the customer with one single message at the same time. All of the creative across markets is the same creative concept, the same key message,” said Ms. Parham. “This is the tightest connection [we’ve had] from marketing efforts to the product experience.”
The campaign tagline is designed to highlight for consumers that “anywhere you go, anything you see, you can be inspired by the things around you and those things can be instantly shoppable on eBay,” said Ms. Parham. The spot shows “big, inspirational moments that become personal, ownable moments.”
EBay has been making moves in the last couple years to update its brand. In 2012, it introduced a logo designed byLippincott that it said reflected its newer, more “modern” positioning. The logo went from one with bubbly lettering to one with sleeker lines.
EBay is not a huge measured media spender, despite its well-known brand name. It spent $51 million on U.S. measured media in 2013, including subsidiaries PayPal and StubHub, according to Kantar Media.
EBay also recently announced plans to spin off Paypal by mid-2015. Ms. Parham said for eBay Marketplace, it’s “business as usual.”
On the mobile front, eBay in September said it was resurrecting its in-app mobile ads, after it pulled them last year. Rather than use the standard mobile banners, eBay will add a new so-called “native” ad to its mobile apps in the fourth quarter of this year.
Via Ad age