eBay Livestream Shopping BETA Campaign
The Brief
In 2022, eBay launched a new in-app feature, Live Beta, which allowed users to watch an in-app livestream and simultaneously purchase featured items. The challenge was to promote this feature to the collectibles enthusiast community, driving awareness, excitement, and participation for the new feature.
To achieve this goal, we implemented a comprehensive connection strategy focused on organic, paid, and influencer-led social media campaigns for four separate live streams over four months. For this case study, the focus is on our inaugural live stream with DJ Skee:
Social Media Campaigns (awareness): We planned and executed organic and paid social media posts across TikTok, Twitter, and Instagram. Influencer posts were also part of the strategy to maximize reach and engagement. Twitter was the most-used platform by the audience, so we focused the majority of our efforts on this platform.
Earned Media Outreach (awareness): We conducted outreach to writers and social media editors at target tech and trading card publications, providing detailed information about the livestream event.
Push notifications and sign-ups: We created push notifications to notify users of livestream commencing, which drove the most viewers. Created sign up forms so people could be reminded of upcoming streams. Ensured all communications included essential details such as the livestream schedule, viewing platforms, and stream content highlights, including the host, DJ Skee.
Outcome
The campaign live successfully garnered significant media attention and engagement, demonstrating the potential of eBay's Live Beta feature. Every subsequent livestream had more views than the last.
Viewer Engagement: Attracted 3905 viewers and generated 937 total comments in the chat.
Peak Viewership: Reached a peak of 813 viewers at one time during the livestream.
Likes and Interactions: Received 14,494 likes, averaging 16 likes per viewer, and 696 clicks on product details, averaging 21 clicks per viewer.
User Retention: Achieved an average watch time of 14 minutes per user.
Responsibilities
Conducted research and created a customer journey map.
Developed the campaign plan from inception to launch.
Created the social rollout plan and tactical briefs for creative teams.
Collaborated cross-functionally with account, media, earned, paid, influencer, production, and creative teams to execute the campaign.
Monitored livestream comments and engagements in real-time, adjusting strategy as needed.
Worked with the measurement team to gather post-campaign analytics and create a comprehensive report, and incorporate learnings into the next livestream plan.
