Agency: Yes Lifecycle Marketing | Client: eBay
Engagement Role: Content and Creative Director
As the agency liaison working onsite at eBay, I provided brand and creative consulting services while leading the development of innovative digital marketing campaigns and content with my counterpart and creative partner, Mike Metschan, in the agency’s Portland office.
1) Lead the concept development of eBay’s CRM (Seller) online marketing campaigns
2) Direct and produce content for the “Real Sellers” storytelling initiative
3) Manage the client relationship by:
- deepening their knowledge of best practices
- championing the brand
- providing problem-solving and support to marketing teams
CONTENT MARKETING & STORYTELLING EXAMPLE
“REAL SELLERS” INITIATIVE
I directed and produced content for the “Real Sellers” Initiative. This high-profile content marketing program told engaging real-life stories of eBay’s top sellers from different verticals. I sourced the sellers and photoshoot locations across the country; directed the photo shoots and set design; and controlled the budget. I led the content marketing strategy, plus the development of asset examples for the program, which featured human interest stories, testimonials and tips for usage and repurposing across multiple marketing channels and campaigns.
Photographer: Nate Watters | Nate Watters Photography, Seattle, WA
Here are a few examples from the shoot.
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CAMPAIGN EXAMPLE: “STRETCH GOALS”
Overview: eBay identified an opportunity to capture sizable revenue by increasing the frequency and size of sales transactions from active eBay sellers. Stretch Goals was an automated campaign designed to drive more sales from these sellers. They received personalized sales goals and a series of emails that provided coaching and selling tools as well as a sweepstakes to motivate them. eBay sent the sellers updates on their performance, reminders and congratulatory emails.
Assignment: Develop the campaign theme and a series of emails that encourage sellers to “stretch” and reach their sales goals and win a valuable prize.
Solution: We created the theme “Top Your Totals” and produced a highly customized series of emails that gave sellers data-driven insights into their sales, all in a clean—yet information packed—responsive email design.
Results: Segments within the target audience increased their sales performance significantly.
Emails featured responsive designs. Here’s how it looks on mobile.
EMAIL #1 – INTRODUCTION
EMAIL #2 – REMINDER
EMAIL #3 – SALES PROGRESS REPORT
EMAIL #4 – CONGRATULATIONS ON MAKING YOUR GOAL
EMAIL #5 – HERE’S YOUR SWEEPSTAKES AWARD
Content marketing examples to come.