eBay UK
School Makeover
Role: Creative Director, Copywriter
eBay’s Charitable Legacy
The Brief
Target a broad family audience and land the superiority message for eBay, which is on eBay you make more money selling than you do on other platforms like Facebook (on average 2.7 x more). They wanted to do this in an emotional way vs a functional and rational way and showcase just what you can do with the extra money you make by selling on eBay.
The Creative
To create an emotional hook for the selling message I wanted to show just how much good could be done with the money you make on eBay so we needed a charitable and relatable angle. I tasked my team with finding real stories in local communities that needed a little extra help raising money. We found a school in Wolverhampton (a key area for eBay local business) that had recently been vandalised and got to work helping them raise money and create an incredible new outdoor play area that gave all children access to the forrest school lessons. We staged a ‘seller day’ at the school to show the power of selling on eBay and how easy the process was, demonstrating the power of the platform in way that felt native to the content.
The Results
Most excitingly eBay helped the school bring access to outdoor play to every pupil, but the project resonated with the audience too. With a total reach of 4,145,702 and additional organic reach of 146,000 and 57,905 total post engagements.