While bricks and mortar retailers receive between 20%-40% of their sales in the lead up to Christmas, this is the period that eBay sees a decline. Red Agency was engaged to drive awareness, consideration and purchase and help eBay challenge perceptions that it is just an auction site and tap into the emotional trigger of Christmas being a stressful period for Australian mums.


To do so, a new present finding tool was created based on knowing two things that the person you are buying for likes, to find what they truly love.  By entering these likes, the search functionality curated a list of unique and personalised items that the user may not have found otherwise. To complement the new search function on the site, an eBay Facebook app was created that aggregated friends’ likes to generate Christmas inspiration.


Leveraging the platform ‘Know what they like, find what they love’,  a two-phased media strategy was developed to ensure an always-on  approach in the eight week lead up to Christmas. First we engaged Australian mother Jeni Bonnell who, with 15 kids, has a harder time than most when it comes to finding gifts.  Through an intensive media drive, Jeni’s story and how eBay provided her with a Christmas solution was sold into a broad mix of outlets, including TV, print, online and widespread radio. In the short term lead up to Christmas, individual content packages were developed for widespread TV, print and online targets tapping into eBay Christmas data, trend predictions, the new search function and first of it’s kind present finding Facebook app.


  • 98 pieces of coverage achieved in six week period including four top rating current affairs programs (Sunrise, Today, The Project and Today Tonight)
  •  Reached a cumulative audience of 31.5 million people
  •  Achieved a PR value of $1.8+million
  •  During the campaign period, eBay Australia had their biggest shopping day in history. Which was 47% higher than last year’s record.
  •  Some days saw an average 453% increase in traffic to certain parts of the site.
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