eBay.in started its journey as an e-commerce portal in India in 2005. In March 2013, it would complete eight years of leadership in the Indian e-commerce space. During this time, eBay.in had established itself as a trustworthy online retailer with an extensive variety of products. However, the Indian e-commerce space was growing aggressively. Significant investments by industry players posed a threat to eBay’s market share and challenged their leadership position. In order to stay relevant, the agency had to find unusual ways of living up to eBay.in’s customer-focused ethos.
Our insights told us that showcasing e.Bay’s longevity would build trust with consumers skeptical about buying online. The message hinged on eBay.in’s role in demystifying online shopping for Indians. People love to introspect; by making the journey personal, the story would be meaningful. We conceptualised ‘eBay’s 8th Birthday Bash’, an online eight-day celebration to which everyone was invited to reminisce about this journey. Through humour and visual story-telling we connected with customers, highlighted eBay.in’s customer ethos and drove trials.
Through social media consumer engagement, the Facebook event gathered more than 15,000 invitees, and all three Twitter activities trended. #8yearsback: Trended worldwide and in India at #1 for a more than 30 hours, #eBayTurns8: Trended briefly in India and Mumbai. #ReasonsToParty: Trended at #1 in India within 20 minutes of launch. The three activities attracted 29,000+ tweets, 34 million impressions, a reach of 24 million, 9,700+ brand mentions, and engaged 12,000+ users. The app got 46,774 clicks, 23,771 unique visitors and more than 5,300 installs. The content posts using bit.ly links generated over 18,000 clicks redirecting users to the eBay.in website – a clear impact on the business.