eBay is kicking off a new global brand campaign called “Shop the World” on Monday, October 13, 2014. The company said that as a partner to merchants, especially the small businesses who make their living on eBay, the ultimate goal of the campaign was to support sellers by activating existing eBay users and attracting new ones.
The campaign includes a mix of TV and digital creative and launches in the United States, Australia, UK, and Germany, with more markets will follow in 2015. The ad features the Selena Gomez song “Come & Get It.” The refrain “When you’re ready, come and get it” is repeated eight times throughout eBay’s ad.
Creative will appear in a series of 15-second, 30-second and 60-second spots, each of which features “moments of inspiration – and the item each shopper was ultimately inspired to purchase on eBay.”
eBay will deploy the campaign across television, digital, mobile and social channels and launches in conjunction with themed collections of “shoppable” inventory on eBay.com. More than four million eBay “collections” have been created worldwide since 2013.
eBay and PayPal have been running television ads in the U.S. in the run-up to the Shop the World campaign. The eBay TV ad encouraged viewers to sell on eBay, not buy, in the Flip Your Phone for the Win campaign. And PayPal has been running two ads, “Buy Some Peace of Mind” and “Fast, Simple and Secure Online Checkout.”
In Thursday’s announcement to the press, eBay North America Chief Marketing Officer Richelle Parham said, “Whether you’re seeking street style from Berlin or the perfect guitar to unleash your inner Jimi Hendrix, you will find an unmatched assortment of authentic new and vintage inventory from experienced eBay sellers to help fulfill your passion.”
eBay North America Senior Vice President Chris Payne said, “Our diverse community of global sellers is a core part of our marketplaces ecosystem. This campaign is for them. Thanks to our sellers, eBay has one of the most extensive and interesting product catalogs in the world.”
eBay also sent an email to sellers with the title “We’re bringing more buyers to you” that informs them of the new ad. It links to a page where it states, “Featuring TV spots, online advertising, and other promotions, our new advertising campaign is designed to bring more buyers and drive more sales during your most critical selling season. The commercials are airing in the US, UK, Australia, and Germany, so lots of buyers will be checking out your items.”
And on the eBay announcement board, it advised sellers to create their own collection on eBay.com.
Our “Shop the World” campaign is in recognition of you – our global seller community – because thanks to you, eBay’s selection is one of the most extensive and interesting in the world. Your 800 million listings, paired with eBay’s multiscreen technology, means people can instantly shop the world’s inspiration – anytime, anywhere. That’s why each advertisement features several distinct moments of inspiration, and the item each shopper was ultimately inspired to purchase, was purchased on eBay.
In a post on eBay about the new campaign, Parham noted more than 80% of sold items on eBay are new, and 78% of Gross Merchandise Volume is fixed price (Buy It Now).
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