GUARDIAN | EBAY

The objective:
This 360 advertorial campaign looked to inspire Guardian UK readers that anyone can build a business on eBay from an idea scribbled on a napkin.

My role:
I collaborated with an in-house team of up to 30 people along with several photography, video, and editorial freelancers to deliver the following campaign:

5 x videos with social media cutdowns
OOH - co-branded napkins, beer mats, coffee cups
DOOH - digital displays on taxi cabs, geo-fencing
1 x Guardian weekend cover wrap
1 x Observer cover wrap
8 x print articles
27 x digital articles
1 x Dragon’s Den (UK version of Shark Tank) style competition featuring Dragon’s Den judge Touker Suleyman
1 x full-day workshop event for the winners at Guardian HQ
1 x 10-week mentoring program matching winners with entrepreneurs
Guardian onsite traffic drivers
Guardian-led programmatic advertising
Guardian-led social media posts and promotion
Guardian-led pre-, mid-, and post-wave research
Guardian-hosted native advertising and merchandising with A/B testing
eBay branded roadblocks around content with A/B testing of creative

I worked with the creative team from the initial co-branded storyboards through to the final campaign report, creating weekly status reports for the client.

The outcome:
A $1M+ integrated content and marketing program, exceeding KPIs of 250k unique users and 750k video views.

Commended for Best Retail Marketing Strategy at The Drum Content Awards.

Post-campaign research showed:
73% of our readers began to see eBay as a business that celebrates diversity (up 21 percentage points)
39% of our readers now believe that they could start their own business with eBay (up from 15%)
Brand love increased from 28% to 41%
Trust increased from 38% to 46%