Description of the assignment and challenge it presented
Originally an Amazon-only holiday, Prime Day has become one of the biggest shopping events of the year, driving millions in sales for Amazon with other retailers jumping into the fray. Knowing that competitors like Walmart and Target would be capitalizing on this day as well, eBay challenged us to develop a plan for Prime Day – inclusive of video, PR, digital and social components – that would set eBay apart, steal share of voice and have prospective customers shop them over the competition.
Our communication objectives:
- Increase awareness for eBay as a...