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Challenge

eBay were keen to launch a campaign with the aim of building awareness around the brand. Ultimately eBay wanted to drive additional traffic to its site and various eBay sellers to increase the number of sales.

The target audience for this campaign was females in the UK aged 18 to 40 years old. The initial brief stated that eBay wanted to highlight it's diverse range of offerings and would offer the creator complete freedom to suggest and produce content ideas.

Approach

Viral Group appointed award-winning blogger and body confidence advocate, TheFatFunnyOne aka Jessica Jones to produce content for eBay. Jess's Instagram community was the perfect audience to fit the brief and she was able to create content which was authentic to her personality and lifestyle.

The campaign stretched across a 6 month period; a combination of static-image grid posts, video grid posts and stories with swipe up links were published by Jess as part of her ambassador-style role.

For each round of content, eBay provided a theme e.g. Christmas, Clothing, Home Organisation and more. Jess also posted a giveaway of products in collaboration with an eBay seller to help her audience with their money saving goals after the busy Christmas period.

Take a look at some of the content produced here and here

Results

eBay initiated the campaign with the intention of a 1 month partnership with one of Viral Group's creators however after successful returns, dedided to extend the campaign across a 6 month period including during the UK's lockdown in the 2020 global pandemic.