|Mon June 5 2017 21:48:54|
What Do You Think of eBay's New Ad Campaign?
By: Ina Steiner
eBay kicked off a new ad campaign on Sunday with the theme "Fill Your Cart with Color." Many sellers will be pleased eBay is working to drive more shoppers to the site, and the company told AdAge magazine it's fully committed to TV as being a core component.
said eBay is trying to differentiate itself from Amazon (the ad shows boxes on a conveyor belt followed by a question: "When did shopping get so beeeeeeeeeeeige"), but most of the packages featured in the ad are the exact kind of items you'd expect to find on Amazon - the only difference is that the eBay packages featured in the ad are wrapped with colorful tape on the outside.
"The global campaign introduces eBay's new brand positioning as a more colorful competitor to Amazon. It also aims to shatter misperceptions like the belief that most eBay goods are used; 80% are new, according to the company," AdAge wrote.
At least customers featured in the ad seem happy with their orders, with no mention from eBay about how easy it is to return items.
eBay blogged about the campaign here
"Phase 1 introduces the theme of the campaign: "Fill Your Cart with Color", which celebrates personal expression and individuality, establishing eBay as THE place to find unique items. The new creative is bold, fresh and spirited, showing off the uniqueness of eBay shoppers."
Phase 2: "Next, we turned on a fully integrated marketing campaign across many channels: cable and network TV, internet video and display, and social media platforms. The bold, colorful creative draws you into an immersive shopping experience, revealing items you didn't even know you wanted."
eBay said Phase 1 set the tone, while Phase 2 was "all about getting buyers to take action."