TL;DR: For more than two years, eBay has trusted us to help bring their holiday shopping experience to the masses through a unique, interactive content approach. This year, working with our partners at eBay, Deep Focus and Edelman, we hacked Instagram, Facebook Canvas and Twitter to bring the 2016 holiday shopping season to life in new and innovative ways.
Challenge: The team had a single-minded goal: drive consideration of eBay as a holiday shopping destination by positioning it as the place for inspiration in giving thoughtful gifts.
The Work: Gift guides can be boring, uninspiring and – SURPRISE – stereotypical. To bring new life to holiday shopping, we worked to create the ultimate gift guide that only eBay, with its millions of unique items available every day, could provide. And we sought attention-grabbing ways to bring it to consumers.
We hacked Instagram, using tags and multiple profiles to create a personality quiz, that brought users through a journey to find the profile that matched an archetype for the person on their list. We translated this to Facebook Canvas, utilizing the ability to link multiple units for a more interactive and innovative experience.
Additionally, we partnered with influencers to offer viewers gifting stories and thought provoking questions to help them find a thoughtful gift through Facebook Live broadcasts. Each experience leaned into the culture of the platform, leveraging its unique strengths to drive both organic and paid distribution most effectively.
Results: In addition to creating a delightfully creative experience, the Facebook content brand lift study, showed a 4-point lift for Ad Recall. The Facebook Canvas, earned an engagement rate 50% higher than industry benchmark. On Instagram, the campaign inspired over 580k total reactions. And on Twitter, the campaign beat the retail engagement rate benchmark by 141%.
Most importantly, we like to think people everywhere had a warmer, happier holiday season filled with the special gifts only eBay can provide.