eBay: UK Social Strategy

Objective

eBay wanted a social media strategy that drove traffic to site, and also one that could prove a positive return on investment in terms of GMB (gross merchandise bought.)

Idea

eBay has access to large amounts of customer data. This was analysed to see consumer purchase patterns and other trends. This would overlaid with interest and core targeting segments, conversion tracking and re-marketing ads (with creative linking to curated products available to purchase on site) were used to inform which products were to be highlighted throughout the content calendar on Facebook, Twitter and Pinterest.

Results

A rigorous overhaul of content using eBay’s data and Facebook’s analytics to inform the content promoted, and drive purchase intent, resulting in an 45% increase of GMB YoY, and increase unique sessions MoM.