eBay
Task
Keeping eBay’s passionate ethos during Black Friday Cyber Monday period.
eBay Australia released its brand platform ‘Everyone has a Thing’ in 2023. It signalled a shift in the brand’s positioning in the market, to become more wondrous. With 2024 BFCM arriving, the brand asked me to craft a creative strategy that would link the brand platform to a heavy sales period.
It wasn’t to my surprise that ads from competitors look and feel the same. It was cluttered, generic and provided no real value apart from fatiguing consumers.
What really stood out, though, was just how many people were starting to tune out of the whole sales period. With Aussies' natural scepticism towards consumerism, the effort often felt greater than the reward. For most, it simply wasn’t worth it unless they were buying essentials. But eBay was different. Shopping on eBay brought more than just discounts — it brought genuine joy.
Unlock: Thoughtfulness makes hard work worth it.
To change the narrative, my creative strategy changed Black Friday shopping from overwhelming to joyful, only possible on eBay.
Work
