eBay Credit Card Organic Social Campaign
CONCEPT: eBay wanted to put out organic social media posts to promote the new eBay Mastercard.
CHALLENGES:
Messaging hierarchy
In the brief, this campaign was supposed to talk about earning points with the credit card, how you can shop with your points on eBay, and promote an offer to get a $50 statement credit.
Legal guidelines
There are strict rules for what we can and cannot say when promoting a credit card.
Audience
These are organic social media posts and we wanted to market something to our customers without it feeling like “marketing.”
Round 1
I suggested we focus on only one of the credit card’s benefits in this campaign, because if we include all three benefits, it won’t feel organic. My initial pitch was rejected, so I drafted straightforward copy that met marketing’s objectives, but was dull and felt too promotional.
After reviews, the marketing team decided we could have more creative flexibility. They also allowed us to include lifestyle imagery and GIFs.
Creative solution
Results
This Instagram story ended up being the highest impression driver for eBay’s organic social media posts, which is rare for a single Instagram story.
Our Chief Marketing Officer loved the campaign and wanted future social media campaigns to be equally as fun.