eBay Case Study

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CHALLENGETHE

eBay is a groundbreaking, multibillion dollar company that looks to stay ahead of the game. Accordingly, it understood the massive opportunity to extend its reach through social messaging platforms, where many of its current and future customers, particularly millennials, are spending more and more of their time. By offering timely and relevant content within the world of mobile messaging, eBay realized it could keep its brand cool and current while driving traffic back to its site.

Indeed, mobile messaging is one of the hottest spaces in media today: 75 percent of millennials choose texting over talking1, and a recent Business Insider report found that the combined user base of the top four chat apps is larger than the combined user base of the top four social networks.

Recognizing Swyft Media as an expert in creating innovative ways to target consumers within the mobile messaging space — enhanced with latest industry analytics — eBay teamed up with Swyft to develop a campaign that was compelling, clever, and organic.

75% of millennials choose texting over talking.

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digital car gadgets and gifts for the avid Star Wars fan. In addition to driving visitors directly to eBay’s mobile web properties, users were reminded of eBay’s mission of being the place to find rare, one-of-a-kind, useful items that enhance their lives and lifestyles.

The campaign was the first Kik Points offer to drive targeted user traffic to an eCommerce website and has opened the door to increased mobile engagement across messaging apps.

In conjunction with Swyft, eBay launched a pilot campaign on Kik — a wildly popular cross-platform messaging app. As of early 2016, Kik had over 300 million users who spend an average of 12.7 minutes in a chat session with about six separate chats a day.2

The interactive campaign, which ran for 16 days in March 2016, drove traffic to eBay using five key interest themes: Star Wars, Spring Cleaning, Car Gadgets, Vintage Fashion, and Rare Sneakers.

Users within each targeted market were incentivized to engage with the Kik Points bot and click through on the promoted link to earn digital currency (Kik Points). Users were awarded Kik Points to visit the content page on eBay.com.

Once on the eBay landing page, users were greeted with special content dedicated to their theme of interest: from spring cleaning hacks to innovative

SOLUTIONTHE

1 Openmarket Research, 2016 2 Kik, 2016 via Adweek

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“We’ve made it a priority to be active on a variety of social channels, and Swyft took us one step further with the Kik Messenger campaign. It was creative, original, and exceeded our expectations. Leave it to Swyft to come up with the best way to inspire new audiences.”

Questions, comments, feedback?Send your thoughts to info@swyftmedia.com

— Sadie Daryan Sr. Social Media Manager, Emerging Channels at eBay