THE SOCIAL SHOPPING NETWORK
| Title | THE SOCIAL SHOPPING NETWORK |
| Brand | EBAY CORPORATE SERVICES |
| Product/Service | EBAY COLLECTIONS |
| Category |
F03. USE OF CO-CREATION & USER GENERATED CONTENT |
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Entrant Company
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ACHTUNG! Hamburg, GERMANY
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Advertising Agency
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ACHTUNG! Hamburg, GERMANY
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Production Company
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DOCK11 Hamburg, GERMANY
|
Credits
| Eben Sermon |
Ebay |
Senior Director Cross Border Trade |
| Clelia Morales |
Ebay |
Head Of Eu Social Media |
| Paolo Broussard |
Ebay |
Loyalty Marketing Lead/Europe |
| Bastian Ellen |
Ebay |
Director Social Media/Europe |
| Leonie Bechtoldt |
Ebay |
Head Of Marketing Activities |
| Maike Fuest |
Ebay |
Head Of Communications |
| Mirko Kaminski |
Achtung! Gmbh |
Ceo |
| Nicola Surholt |
Achtung! Gmbh |
Management Supervisor |
| Sabrina Panknin |
Achtung! Gmbh |
Account Manager |
| Jessica Steffenhagen |
Achtung! Gmbh |
Account Manager |
| Jessica Schweke |
Achtung! Gmbh |
Junior Account Manager |
| Anneli Tomfort |
Achtung! Gmbh |
Senior Art Director |
| Lars Joseph |
Achtung! Gmbh |
Creative Director |
Creative Execution
Our approach: it isn't eBay that communicates and advertises. Countless opinion makers and influencers do it: lifestyle and fashion journalists, bloggers and celebrities. They design "catalog pages" with their favorite pieces and share them. Hundreds of bloggers as well as singers, actors and comedians, create their own collections and "social shopping networks". Prior to this they are personally trained to stage their pages and favorite pieces so that they "shine", and to promote them within their community. They inspire others to follow their lead. The result is dynamic virality. – The largest lifestyle PR and blogger activation wave in Germany.
Hundreds of celebrities participate and compile their favorites as collections. Others follow their lead. 2,000 collections should have been available for the start. But it's now 200,000 (!). 60,000 personal collections are added each month. Hundreds of contributions appear in media and blogs. A real buzz. The total reach is a fantastic 600,000,000. The number of purchases increases rapidly. The products of the celebrity and influencer collections always sell out quickly. Even more importantly, the view of eBay has changed. eBay is no longer a search engine for hunters. eBay has become a more inspiring and stimulating social shopping network.
Large online shops are for hunters: Search. Find. Buy. Zack!
However, a growing number of people, especially women, want to "window shop". They want to be inspired. They want to exchange ideas while window shopping. They want to be induced by the taste of others. A problem for the "hunter marketplace" eBay, which functions more like a search engine. eBay is therefore developing a true innovation: the "eBay Collections" platform. It is a permanently growing digital catalog, made and filled by people. People design their own inspiring pin boards, their own collections. They share them and inspire others. Already before the start, nearly 1,000 important opinion makers are being motivated to create their own collections. This might well be the largest lifestyle PR campaign in Germany in 2014, and the largest blogger activation wave Germany has ever seen. 200,000 collections are the result, and 50,000 are added each month.