eBay HAD A CLEAR BRIEF – HELP THEM to connect WITH a younger audience AND build credibility through ENGAGING COMMUNITIES WITH culture-DRIVEN CONTEnT ACrOSS MULTIPLE SOCIAL PLATFORMS.
I created a new culture-first, community-driven social content strategy for my social creative team to deliver. The strategy underpins a huge programme of cultural content across Instagram, TikTok, Meta and Pinterest, tapping into community and culture. Not simply reacting to culture, but leading culture. This approach has driven massive success, delivering the best organic performance eBay’s channels have ever seen.
Since creating this social strategy for eBay in 2023 it has been adopted at a global level, and through updating and refreshing it every year, we have seen continual growth. Community management is also a huge part of the success of the account, as eBay at its heart is a people-powered-platform.
The content is also brought to life through a strong creator and SMB programme. By leaning into community passions, elevating authentic connection to the brand and proving relevance through cultural moments, we are able to harness the voices of others as advocates for the brand.
@EBAY_UK: AVERAGE IMPRESSIONS +500% | AVERAGE ENGAGEMENT +1200%
