The move, which comes a little more than a week after the online marketplace announced it was spinning off PayPal, aims to draw shoppers to eBay in the lead-up to the holiday season. The campaign includes four TV spots as well a range of online and mobile ad buys and advertising on social networks.

Online giant eBay Inc. wants shoppers thinking about eBay when they’re doing their holiday shopping. And so the online marketplace on Monday will debut a branding campaign called “Shop the World” that seeks to drive existing eBay buyers back to the marketplace as well as attract new customers.

EBay worked with the advertising agency Goodby Silverstein & Partners to develop the campaign, which will initially include TV, digital, mobile and social media ad buys in the United States, United Kingdom, Australia and Germany. EBay plans to expand it to other countries next year, says an eBay spokesman.

For its U.S. launch, eBay has four TV spots—one 15-second, two 30-second and one 60-second—each of which aim to show how anything from a music festival to a marathon can inspire shoppers to buy online.

“The strength of the eBay brand represents the strength of our business and our entire community,” says Richelle Parham, eBay North America’s chief marketing officer. “This campaign is a celebration of that community, and an invitation to shoppers everywhere to act on your inspiration.” 

Running across multiple channels, the campaign will highlight both eBay’s breadth of inventory and its long-standing shift away from being a marketplace largely populated with auctions of used goods. EBay says that it has more than 800 million live listings at any given time, 80% of the items sold on eBay are new and 78% are sold at a fixed price.

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“EBay is not only one of the world’s most recognizable brands, but a rapidly evolving company and global commerce leader,” writes Parham in a blog post. “’Shop the World’ showcases eBay today, a modern, trusted marketplace–true to its roots of connecting a global community of buyers and sellers, while continuously innovating to shape the future of shopping.”

The campaign will be the first time eBay has used the same messaging across countries, an eBay spokesman says. “We’re one brand that’s what we’re trying to communicate,” he says. He declines to say how it will target shoppers, but notes that eBay selected TV and digital advertising for each market based on customer and shopping data.

The launch of a branding campaign comes a little more than a week after eBay announced plans to spin off PayPal into its own publicly traded company and only a few months after eBay announced that a database storing 145 million encrypted passwords and other “non-financial data” was the target of a cyberattack between late February and early March.

 

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