eBay

Back to school shopping can be frustrating, time consuming, and tiring. This year, we wanted to get the word out to students and parents alike about a new way to go back to school. We wanted to show them how eBay gives them more options for a lower cost. Where new meets vintage, bid meets Buy It Now. So come fall, you can step out on campus knowing you’ve got an edge, ready to own the year, and ready to School Smarter.

Project Type: Shipped

Agency: DigitasLBi

Team: Paul Bjork (CD), Brian Fink (ACD), Nicole Corely (ACD), Najwa Jai (AD), Eric Frankman (AD), Christianna Gunn (CW), Alexis Lynn Ellis (CW)

The challenge here was creating a message that parents could relate to, but also creating something appealing for Gen Z. The campaign kicked off with our "Meet Emma" spot for eBay. Following "Meet Emma", we rolled out a digital campaign with our eBay "Smart Squad", 5 influencers across fashion, tech, dorm, sports and fitness to teach you how to own the year and School Smarter. Along with some sleek custom digital, School Smarter was able to reach students and parents across popular digital channels like Buzzfeed, Pandora, The Huffington Post.

We captured students' and parents' attention with these colorful, but clean product lay-downs. This design tone aligns with the Gen-z demographic, while the lifestyle imagery resonates with the parents. 

In display, we got the word out about how to School Smarter with eBay via our selection of BTS influencers – The Smart Squad. We choose a selection of influencers that aligned with eBay's most popular verticals - fashion, tech, sports, and dorm. Below are influencer videos delivered via Pandora Sponsored Listening.

Lastly, our tips for how to School Smarter were delivered through custom units featured on sites like Huffington Post and AOL for desktop and mobile for the parents. For students, we decided to deliver them some insider tips on how to School Smarter with a eBay sponsored Buzzfeed articles.