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eBay: Content + Data

The Brief: eBay wanted to test how to drive consideration with inactive buyers, by showing the human face of real eBay sellers. The challenge was to develop a production approach that would allow us to test and optimise content based on its Facebook performance, whilst maintaining a consistent creative treatment throughout the series. The Solution: The Smalls assembled a team of six filmmakers for a sixe week period. We researched eBay’s audience and sellers, develop a creative treatment, cast top sellers with compelling stories and then shot 60 sec mini-documentaries. We then used facial coding and retinal tracking to test the emotional impact of each video. Any changes were then made to the videos based on the results and then released on Facebook. The results on Facebook were monitored closely and fed into the next batch of videos. All films drove positive consideration of eBay amongst inactive users (average + 27%), and each piece of content performed better than the last. Deliverables: 12 x 60” films for Facebook, two for each seller (1 x product and 1 x emotive for each)

Project Roles
Content Strategist, Copywriter
Company
eBay
Skills
Content Strategy, Copywriting
Media
Case Study Videos
Project Industries
Retail, Technology
eBay: Content + Data