eBay: Prime Day 2018

To stay relevant and compete with Amazon during Prime Day, eBay had to be bold and take risks with our marketing. The copy for our Prime Day 2018 campaign was edgy and poked fun at Amazon, which garnered plenty of media attention.

Before 2018, using language like “kick-ass” on the eBay homepage was unprecedented. I was willing to push to make it happen because I felt that this was the right time for us to stand out and really do something different. This copy approach proved to be a success. The coupon banner saw a CTR of 1.17%, passing the benchmark of 0.76%. On mobile, these same assets saw even more impressive results with a CTR of 1.99% compared to a 0.21% benchmark.