eBay Expands Things People Love Marketing With New eBay Stories Global Brand Campaign
UPDATE 10-1-25
eBay Stories brand marketing campaign is expanding to the US.
eBay is expanding on their Things.People.Love marketing concept with new global "eBay Stories" brand campaign highlighting joyful moments and stories behind buying and selling unique and meaningful items on the platform.
The campaign, developed in partnership with global creative agency JOAN, will debut in the UK on September 22, the US on October 1, and Germany on October 8th with ads featuring items from Fashion, Motors, and Collectibles categories across TV, radio, digital, out of home, and social media platforms.
Here's a peak at two spots for the UK:
Global Head of Brand & Media, Emily O’Hara, told ChannelX about the campaign:
This campaign answers the question, ‘Why eBay?’ by celebrating the fun of shopping on our marketplace. It’s about that winning feeling — when you score a deal, find exactly what you were looking for, or successfully sell an item you no longer need. The insight comes to life through stories of people’s wins on eBay, they can’t help but share.
The news comes as eBay has also been working with global PR powerhouse Edelman to recruit private UK sellers for a paid case study and media spotlight opportunities.
Liz Morton
The company put the call out on LinkedIn recently, saying "Every sale has a story. What’s yours? We’re calling on eBay sellers everywhere to share their journeys! The hustle, the highlights and the lessons learned."
The post linked to a Google form for sellers to fill out for their chance to be featured in future eBay marketing campaigns and media placements, managed by global communications and PR firm Edelman.
Share Your eBay Selling Story
We want to shine a light on the incredible people behind eBay’s seller community. Do you use eBay to fund your passions, support your hobbies, or save for meaningful milestones like moving into a new home or planning a wedding? We’d love to hear your story!
By sharing your journey, you could feature on eBay’s marketing channels and with media outlets who celebrate people successfully selling online.
If this sounds like you, complete the short form below for the chance to be selected as a paid case study. We’ll be in touch if your story is a fit for any upcoming opportunities...
...These opportunities are paid, and the team at Edelman will also manage this process with you...
...By completing this form, it is not guaranteed that we will use your story for this project. This opportunity is only open to Private Sellers on eBay.
In addition to requesting name, city, and seller ID, sellers who wish to be considered for this opportunity are asked to answer questions like:
- How long have you been selling on eBay?
- What kinds of items do you typically sell on eBay?
- To your best estimate, how many items have you sold on eBay?
- How much have you earned on eBay? (Total or monthly average)
- What has been your biggest or most surprising sale?
- Are there any hobbies, activities or life milestones you've funded from money made on eBay?
While the form itself does not specify if sellers must be in the UK to qualify, the LinkedIn post being shared only on the eBay UK profile and the fact that eBay has a lot riding on the success of their Consumer to Consumer (C2C)/private seller initiatives make it clear that UK sellers are at least the main intended target of this offer.
This paid case study offer has raised ethics, transparency and conflict of interesting concerns, especially with Edelman's notorious reputation for "astroturfing" - which is a fancy name for creating fake "grassroots" organizations which are really frontgroups for industry/corporate clients.
At the very least, it's probably safe to say that the hundreds of private sellers who have taken to the eBay UK community to air frustrations and complaints about slow payouts, usage of Simple Delivery managed shipping became mandatory for most items, and Buyer Protection Fees are not likely to be chosen to have their stories featured through any of these marketing campaigns.
Liz Morton
