EBay rings in the holiday with social campaign to help consumers with tricky decisions
By Rakin Azfar
November 18, 2016
eBay's campaign helps conflicted shoppers
Online shopping platform eBay is ringing in the holidays with a new campaign that provides interactive experiences and social content to help consumers buy gifts for their most fickle friends and family.
The campaign, called #GiftGoals, guides shoppers on a journey via social media, beginning with engaging conversation topics and culminating with gift inspiration all mapped to 12 different personality types, including the Wellness Guru, Décor Connoisseur and the Foodiest Friend. The campaign also coincides with the rollout of a personalized shopping assistant on Facebook Messenger called eBay ShopBot, currently in beta.
eBay is committed to encouraging more meaningful conversations between family and friends this season, whether at home or on-the-go via mobile: around the dinner table, decorating the house or out and about at holiday festivities, said an eBay spokesperson. In a recent survey, 74% of Millennials cited a decline in personal conversations as the main reason shopping has become so difficult.
The #GiftGoals experience is designed to make holiday shopping on eBay quick and simplepairing on-the-go inspiration (accessible with just one swipe via mobile) with over one billion listings, exclusive Cyber 5 deals and must-have gifts across fashion, home, tech and more, they said. The content is accessible on Twitter, and rolling out across Facebook, Instagram, SnapChat, Imgur, Reddit and more in the coming weeks.
The campaign was developed with the mobile consumer in mind, allowing them to connect with their loved ones wherever and whenever they have time, and quickly find more unique gifts at great price, with fast and free shipping.
The campaign will include dynamic GIFs and interactive experiences designed for consumption by audiences on Twitter, Facebook Canvas and Instagram. eBay will also offer real-time advice from social influencers on Facebook Live, targeted advertising on Snapchat, a gifting opportunity on Imgur and creative content across Reddit, We Heart It and Kik.
The Facebook Live component of #GiftGoals will kick off on Tuesday, November 22, with a key influencer who will share gifting tips, the spokesperson said. The Snapchat content will leverage footage from our new television advertising campaign for holiday, and drive users to the Holiday Workshop on eBay.
Another feature eBay is introducing for shoppers is the Holiday Heatmap
, which highlights the most popular gifts in every state. According to early national data, top toys include Hatchimals, Pokémon merchandise, Hot Wheels and the new Hasbro Speak Out game, while GoPros HERO3+, Apple iPhones and Lenovo laptops remain some of the most in-demand tech items of the season so far.
And rounding out this rather generous holiday offering is the aforementioned eBay ShopBot, which works through Facebook Messengerperfect for desktop and mobile consumers alike (see story
eBay recently launched ShopBot betapersonalized shopping assistant accessible for mobile shoppers via Facebook Messenger, the spokesperson said. Through one-on-one conversations using updated artificial intelligence, ShopBot allows eBay shoppers to discover the gifts their family and friends are waiting for, always at a great price.
Consumers can chat with the bot and curated collections will surface when shopping for the holidays including collections for the Tech Obsessed Dad, Active Moms, Bohemian Girlfriends, and more many of which align well with #GiftGoals personalities at large.
The retailer recently updated its application with a bevy of new features including expanded browsing and comparing options (see story
Some consumers still perceive eBay as a place to find used or vintage items, which is a major misconception, the spokesperson said. More than 80 percent of the products on eBay are new and available at fixed price, which represents a significant brand transformation.
In developing a strategy that is social at the core, were bringing to life the reality of the eBay marketplace for todays shoppers, and millennials specifically, as a trusted resource for seamless holiday shopping, reaching them with dynamic, personalized content, placed where they are already looking for inspiration: on social media.