eBay: Retail Revival

Lindsey Jordan

To position itself as a supporter of small businesses, eBay ran a campaign in the United Kingdom focused on helping small local companies join and succeed on its platform.

Campaign details

Brand: eBayBrand owner: eBayAgency: MediaCom UKMarket: United KingdomIndustries: TelevisionMedia channels: Online retailBudget: 1 - 3 million

Executive summary

eBay is the United Kingdom's biggest online marketplace, powered by 300,000 small and medium enterprises (SMEs), making it distinct from its biggest competitor, Amazon. But not everyone knows this. To achieve this positioning, it used its expertise and scale to help small businesses get ahead.

Small businesses struggled in 2019, with high streets faltering and footfall falling. Nowhere was the picture worse than in Wolverhampton, one of...

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