Table of Contents

Executive Summary

Strategy

Big Idea

Creative Execution

Media Plan

Budget Breakout

Appendix
eBay as an online fashion retailer is hidden behind the massive power of online retailers such as
Amazon and Walmart. With a decreasing market share and lack of credibility, eBay Fashion
hopes to develop an integrated marketing campaign to boost its brand image and capture a new
market of online fashion shoppers.

At Maver, we identified eBay’s marketing problem to be its lack of credibility. People do not
consider eBay first when shopping online retailers because they perceive eBay to be secondhand
and cheap. Even as eBay has made numerous strides to implement new innovations that will help
it guarantee the quality of their services, consumers are not aware of these innovations.

To differentiate eBay from the current industry competitors, we propose that eBay position itself
as the online playground to treat yourself-- a marketplace that will surprise you with the endless
possibilities it holds for your own self-love. We are drawing inspiration from the iconic Parks
and Rec “Treat Yo Self” slogan in order to fully convey our message that eBay is the retailer for
you, not your responsibilities. Because it is easiest to enter someone’s mind if they already have
a preconception of what treating yourself entailed, we hope to leverage the “Treat Yo Self”
equity, but tweak it to fit the image we want for eBay.

Another key aspect of our campaign “Treat Yourself” is how it complements “Fill Your Cart
With Color.” For our target, the beige in their life is their endless to-do list, while the color and
liveliness comes from focusing on yourself again.

More specifically, our target is the “savvy fashionista”, broken up into two age demographics:
the Urban Young Profession and the Orange County mom. Both demographics are consistently
shopping for other responsibilities, such as careers, children, partners, etc. In each circumstance,
the target has the unrealized potential of shopping for themselves through eBay. Our integrated
marketing campaign is centered around helping the “savvy fashionista” treat themselves and take
a break from their responsibilities.

To integrate the brand message of “Treat Yourself” into our target consumer’s mind, our
campaign would be executed in three phases, using a combination of traditional television and
print ads, social media campaigns, and experiential shops. We developed our campaign, paying
attention to how each phase related to the Purchase Funnel in leading our target from their Heart
to their Hand.

First, we would start by raising awareness through a Television spot that is aired post-Christmas,
at the time that shoppers are most cognizant of the fact that they had spent most of their month
shopping for others. We would introduce the idea of “Treat Yourself” with eBay’s potential as an
online fashion retailer who provides you with endless possibilities as the focus. In addition, we

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would supplement this Television spot with a mini “Treat Yourself” youtube series, drawing
inspiration from the popular TV show, “What Not To Wear”.

To further generate interest, we would host an Experiential campaign focused around pop-up
shops at popular malls for “Treat Yourself Day”. To supplement the experiential campaign, our
representatives would also give away mini eBay hangers with discount codes to drive traffic into
the site. We will also be changing the packaging to make it more vibrant and drive home the
message.

Afterwards, we would drive the consumer to purchase through direct print ads, promotional
CRM emails, and coupons. We would use these tactics to link our Treat Yourself campaign with
the eBay shopping experience to motivate our consumers to buy.

We propose a combination of traditional television, print, social media, and experiential

campaigns in order to best meet our consumer needs and impress upon them eBay’s new brand
message as the fashion playground to treat yourself in.

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I. Competitive Intel
A. Amazon
1. Mission: to be the Earth’s most customer centric company - a place where
people can come to find and discover anything they might want to buy
online.
2. 4th most valuable public company, 3rd largest retailer (Forbes), #6 in
world’s most valuable brands, #4 in market value
3. Market segmentation based on ​actual purchase behaviour​, not what
people have expressed interest in, but what they actually did.
4. Target: middle/upper class who have hands on experience in basic
technology, but don’t have time or prefer convenience over shopping from
physical outlets.
5. Younger, wealthier shoppers
6. Most important thing customers want: Quick delivery
7. Amazon Fashion ads on Tumblr with the hashtag: #StyleDelivered
B. Walmart
1. #4 digital retailer worldwide, #2 US Retail site
2. Undercut competitors with low price
3. Serves lower income/less affluent neighborhoods looking for a good deal
-> less concerned with quality
C. Target
1. Millennial focused with mobile payments
2. Cheap and chic image - high celebrity partnerships
D. Nordstrom Rack
1. Nordstrom chain for discounted designer clothing
2. Has brick and mortar stores
3. HauteLook = Nordstrom’s discount flash sale site
4. Rack = how the Nordstrom brand invites younger, “aspirational” shoppers
in without marginalizing the main department stores’ luxury appeal
5. Rack=accessible for the price-conscious and millennial consumers
6. *their key insight: almost half of all e-commerce transactions are
returned” (and if Amazon is Prime shipping, what can eBay own?)
a) Rack made returns available to any store for online and HauteLook
shoppers...eliminates a big risk of online shopping
b) “It’s a Trojan horse to get people into stores, It creates a good
atmosphere. If you return something, you’re more likely to walk
around, shop and buy something else”
7. Uses social media accounts to fuel the ​Nordstrom Rack “treasure hunt”
8. Rack’s focus is on being where our customers want to be

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 9. Why Shop the Rack?
a) Have the most current trends and the brands you love for 30-70%
off original prices--each and every day
b) If you crave the thrill of treasure hunting
c) Shop with Confidence -- (have a change of heart? -- easy returns)
E. TJ Maxx
1. The store provides the thrill of the hunt
2. They do not care about online sales because their businesses are based on
the real-life retail experience
a) The promise of discovering great items on the cheap is what draws
shoppers inside
3. Resell their stylish items at a steal
4. “Younger consumers are really open to that kind of open-minded
approach to shopping, not necessarily coming in with a specfic brand
or product in mind. Discovery is part of the experience”
5. Company employs a ​discovery and destination​ store model
a) The excitement of finding a bargain and the urgency of getting it
before it sells out help propel shoppers to visit brick-and-mortar
TJX locations
b) In-store destination strategy protects it from the encroachment of
ecommerce giant Amazon
c) Coined words such as ​“Maxxinista” “Shopportunity”
“Spending Intervention”
d) Marketing has promoted the idea of discovery and has featured
women speaking about their own confidence and self-acceptance
6. Pushes new products -- not low prices
a) Sell “new,” not a “sale” - people love new much more than they
love the stuff they saw last time now discounted
b) “Buy now or cry later”​ mentality
7. Puts real treasure in the treasure hunt
a) The lure is the serendipitous discovery
b) The hedonic shopping motivation
(1) Shopping for adventure and exploration= treasure hunt
F. Craigslists
1. Focus on resale items in your area
a) Ebay offers resale items from around the WORLD
2. However, this gives craigslist the advantage of quicker delivery time
3. Website is not user friendly
4. Has different categories than ebay

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 a) Has more services, jobs, houses, etc. while Ebay has more items.
This means eBay has more clothes but Craigslist still does sell
clothes, including high-end items like Gucci (but maybe this is just
an LA thing)
b) TLDR: craigslist has a clothes section but it is very limited; it
focuses more on other things like jobs/houses/pets
5. All online sales, all local
6. Perhaps a bigger competitor for eBay as a whole, but doesn’t attract the
same fashion-forward savvy fashionista that eBay Fashion attracts because
the options are too limited and it is less trusted.

G. Summary

To summarize, eBay Fashion has a large number of competitors with sizable

market shares in the online retailing space. Each competitor is positioned at a
different quality and price-point level in comparison to eBay. As large
marketplaces, such as Target, Nordstrom, and TJ Maxx, move to online selling,
eBay’s market share will continue to diminish without a change in brand identity.

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II. Quantitative Research

Survey Questions:
1. How do you identify?
a. Female, male, other, I prefer not to say
2. How old are you?
a. 20-25, 26-30, 31-35, 36-40, 41-45, 45+
3. Which websites do you shop at the most?
a. Amazon, Nordstrom, eBay, Target, Etsy, Other
4. How often do you shop online?
a. 1-2 times a week, twice a month, once a month, a few times a year
5. Do you buy clothes online?
6. If yes, where?
7. What are your top 3 factors for choosing to shop online rather than in-store?
a. Price, quality, quantity, service, website design, shipping/return
8. How much do you typically spend when shopping online?
a. $0-$50, $50-$100, $100-$250, $250-$500, $500+
9. Do you mostly shop online for yourself or someone else?
10. When shopping online, do you normally have a specific brand or item in mind?
11. How do you describe your shopping cart habits?
a. Your shopping cart is a wish list you don’t actually buy the items, you fill your
shopping cart but wait for promotions/free shipping to buy the products, you fill
your shopping cart and purchase immediately, other
12. Do you prefer to buy discounted luxury or full-priced?
13. If you prefer buying discounted luxury, why?
a. Cost savings, uniqueness of items, vintage, quality, other
14. Have you bought anything on eBay?
15. If so, what did you buy?
a. Fashion (clothings, handbags, shoes, etc.), electronics, memorabilia, other
16. What comes to mind when you think of eBay?
a. Discount goods, cheap, second-hand, unique items, user-friendly, huge
marketplace, credible, other
17. How likely are you to choose eBay over other online stores?
18. Did you know that eBay is an online fashion retailer?
19. Would you buy fashion of luxury items from eBay?

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Results:

Shopping Habits:
- Majority of survey takers prefer to shop on Amazon (93.94%)
- Majority of survey takers shops twice a month (42.42%)
- Majority of survey takers buy clothes online (72.73%)
- Top 3 factors for choosing to shop online
1. Price (84.85%)
2. Shipping/Return (81.82%)
3. Service (33.33%)
- Survey takers typically spend $50-$100 when shopping online (48.48%)
- Overwhelming majority of survey takers shop online ​for themselves​ rather than for
someone else (93.94%)
- Survey takers may or may not have a brand in mind when they shop (results were pretty
split evenly)
- Some survey takers prefer to fill up their cart with items and purchase immediately
(42.42%), while some survey takers prefer to fill up their carts and wait for promotions
before purchasing (33.33%)

Discounted luxury vs. Luxury Products

- Majority of survey takers prefer to buy ​discounted luxury ​(78.79%)
- Reasons for purchasing discounted luxury items
1. Cost Savings (89.66%)
2. Quality (27.59%)
3. Uniqueness of items (17.24%)

eBay
- Majority of survey takers have bought something on eBay (69.70%)
- Majority of survey takers buy fashion items, like shoes, clothes, and handbags (40.74%)
- What survey takers think of eBay
- Second-hand (57.58%)
- Huge marketplace (48.48%)
- Discount goods (30.30%)
- Cheap (30.30%)
- Majority of survey takers are not likely to choose eBay over other online stores (78.79%)
- Majority of survey takers do not think of eBay as an online fashion retailer (54.55%)
- Majority of survey takers would not buy fashion or luxury items from eBay (57.58%)

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III. Target Identification
General Overview

Age: 25-45
Gender: Female

Barriers: Low Consideration, Old eBay Perception

Shops Brand Names: Target Style, TJMaxx, Nordstrom Rack, J Crew
Motivators: Trends, Value, Top-Brands-For-Less
Inspiration: Primarily social media and friends

Income Level: Middle class to Upper-middle class

Key Differentiator: She has her own sense of style. Wants to be relevant and on trend at a value
that’s right for her. She is aspirational, yet accessible. Shopping is fun and is always looking for
inspiration.
______________________________________________________________________________

We divided the Savvy Fashionista into two different markets because we realized that women
throughout in this age range have different lifestyles, i.e. a young professional responsible for
mostly just her career versus a mother of two children responsible for keeping her family
running.

Overall, we are emphasizing ​psychographics​ over demographics as it widens eBay fashion’s

target. People who are interested in the same kinds of things, motivated by the same kinds of
things, and connect to the same kinds of things come from all walks of life.

Urban Young Professional (25-35) OC Mom (35-45)

Psychographic​:​ ​Money-conscious social Psychographic​: ​Money-conscious social

climbers, aware of fashion trends, likes to
look great without spending money, care
about how people see them, part of their
personality is fashion
Responsibilities - career, apartment, endless
to-do list
Free time - Spotify and Netflix, loves to
watch New Girl, browses Instagram/Tumblr
climbers, aware of fashion trends, likes to
look great without spending money, care
about how people see them, part of their
personality is fashion
Responsibilities - significant other, children,
family pets, errands, chores, transportation
Free time - enjoys Pinterest, finding new
cooking recipes

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 Behavioral​: retail therapy, constantly Behavioral​: shopping cart’s always full,
browsing, buying clothes for their job looking at flash sales, trips to the mall is just
for the kids, gifting during holidays/birthdays

Celebrity Face:​ Jess Day (New Girl), Mila Celebrity Face​: Mean Girl’s Mom, Amy
Kunis Poehler

For the Urban Young Professional, we chose Mila Kunis because she fits within this age group
and because of her unique choice and her resourcefulness in choosing to finding affordable
wedding bands online. It was revealed on Conan that hers and Ashton’s wedding rings were
purchased from Etsy. She also admitted that she is frugal like other young professionals who are
working and may be saving money or paying off their loans.

For the OC Mom, we chose the mom from Mean Girls, played by Amy Poehler. Poehler’s
character wants to stay relevant, stylish, and young. She is responsible for her daughter, her
home, and her job. She is also a social climber and always wants to make sure that she knows
what the latest trends are. Her personality is trendy fashion.

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IV. Positioning Statement

To the Savvy Fashionista

eBay Fashion is the fashion playground

That allows you to shop for yourself

Because eBay Fashion is the affordable, online marketplace that sells everything from
comfortable pajamas to luxury handbags and everything else in between

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V. Creative Brief

Assignment: ​Create Integrated Marketing Campaign for eBay Fashion

Situation: ​eBay Fashion is a multi-billion dollar business, but faces high competition from other
major online retailers, such as Amazon. In addition, the website isn’t user-friendly, simple, or
intuitive.

Marketing Problem (4 P’s): ​People do not consider eBay first when shopping on online
retailers because they perceive eBay to be secondhand and cheap. As a result, its market share
has been declining over the last 24 months.

Target: Urban Young Professional: 25-35; OC Mom​: ​35-45

● Psychographic​: Money-conscious social climber, aware of fashion trends, looking great
and not spending too much money, care about how people see them, fashion is part of
their personality
● Behavioral​: Retail therapy, Shopping cart’s always full, Constantly browsing, Looking at
flash sales, Buy mostly for themselves, aware of fashion trends

Key Insight: ​When it comes to online shopping, our target shops with their own needs in mind
because for the first time, in a long time, their focus can be on themselves -- not their
responsibilities or obligations

Takeaway: ​eBay is the online playground to treat yourself, to surprise yourself with the endless
possibilities for you

Support:
● eBay Fashion​ ​offers 20 individual clothing categories for women
● Sells everything from $30 Converse to $5,000 Balenciaga and everything in between
● Includes more than 20+ different marquee brands (world-class brands)

Media Considerations:
● TV/Youtube
● Social Media
● Experiential Marketing
● OOH

Tone/Brand Character:
● Youthful, Relatable, Charismatic

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 I. Campaign Handle

You know the phrase, “When the going gets tough, the tough go shopping”? There’s definitely
some wisdom in that. Life is full of responsibilities: you’re responsible for your job, your
children, your significant other, and your endless to-do list. When was the last time you
prioritized yourself? When was the last time you shopped for yourself?

eBay knows that me-time is important and how fashion empowers you to not only look your
best, but feel your best. It is time to shop with your own needs and desires in mind. eBay offers
endless possibilities as a quality online fashion playground, making it the ultimate guiltless guilty
pleasure. Treat yourself with your eBay cart and see how it can make you feel like a priority
again.

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II. Reasoning

Our big idea for our campaign came directly from our initial quantitative research. In the
research, we found that an overwhelming majority of the survey takers shop online ​for
themselves​ rather than for someone else (93.94%). Digging a little deeper, we realized that our
two target markets ​share this commonality​.

When it comes to online shopping, our target shops with their own needs in mind because for the
first time, in a long time, their focus can be on themselves -- not their responsibilities or
obligations. For the Urban Young Professional, her career and her life is her baby. All of her
extra money is spent on a new suit for the promotion she is working so hard for; on a new
apartment she hopes will impress her future in-laws; and on the daily essentials that are outlined
in her budget. For the OC Mom, her significant other and her children are her baby. All of her
time is spent running errands for her family, walking the family dog, running for PTA president,
and driving her kids to soccer practice three times a week.

Essentially, they have no time for themselves, but use shopping for their me-time. It is their
me-time and their outlet. This idea will not only capitalize on current shopping behavior, but also
leverage the social equity of “Treat Yo Self.”

“Treat Yo Self” comes from the hit TV show ​Parks and Recreation​. It’s cultural; people
immediately know what it means; it shows shopping, indulgence, and fun -- which directly aligns
with the eBay fashion playground concept. It resonates with the target and we want to capitalize
on that emotion. In fact, from our media consumption research, we learned that 57% women are
likely to share funny things on social media, indicating that our Big Idea would garner an
impressive lot of earned media coverage.

Leveraging its equity​ is incredibly important for the success of eBay Fashion’s repositioning. In
the award-winning novel Positioning: The Battle For Your Mind, the authors discuss that the
easiest way to enter into someone’s mind to use something that is already there, instead of trying
to persuade them of something completely new.

For eBay Fashion, we are going to ​tweak the meaning​ Treat Yourself. Currently, it is pretty
cheesy, so through our more upscale activations and tactics, Treat Yourself will become a much
more seamless, elevated message to the target demographic.

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 The campaign is phased into the different stages of the purchase funnel.

Phase 1: Awareness

TV Spot: 1 Minute

I. Script

Open on a young woman working at her desk in an office. She is furiously typing on her laptop,
chugging a cup of coffee, and eventually, lets out a huge frustrated sigh.

She turns to her coworker and says, “Nancy, do you have a sec?” The other woman immediately
spins her chair, crosses her legs, adjusts her glasses, and responds, “For you babe, anything.”

The young woman begins unloading to Nancy, “I don’t even know what’s wrong with me. I
don’t feel like myself. I don’t remember the last time I got to do my nails, the last time I could go
to the gym, or the freaking last time I went shopping for anything for me. I’m drowning in work,
and my responsibilities aren’t getting any shorter.”

Nancy interrupts the young woman, “Girl, chill. I gotchu”

Nancy then reaches down into her Louis Vuitton bag and reveals a full-sized hanger. Attached
are 4 tiny ribbons colored red, blue, yellow, and green. She says, “You should never forget to
treat yourself, Jane.” She hands Jane the hanger.

Jane grabs the hanger in confusion. She says, annoyed, “Okay, Nancy.” She spins her chair
around to go back to work.

However, in reality, she turns around into an eBay fashion playground. She is immediately
swarmed with a bunch of people who start pampering her. Someone is putting her hair into
curlers, someone else is massaging her shoulders, and another person is painting her toenails.

The last person to arrives with a large garment bag, whistles and immediately the rest of the
helpers scurry away. She presents the bag to Jane, who unzips the bag to reveal a gorgeous
Neiman Marcus gown. Jane removes the dress from the bag and notices a beautiful hanger with
red, blue, yellow, and green ribbons tied around it. The women says, “We heard you needed to
treat yourself, Miss Jane.” Nancy looks into the camera and winks.

The rest of the helpers come back with a dozen eBay bags, each with red, blue, yellow, and green

14
tissue paper sticking out. Jane then says, “Treat yourself, huh? I could get used to this” as she is
walking back through a walk in closet with oversized hangers towards her desk.

Voice Over: Treat Yourself with your eBay shopping cart.

II. Storyboard

III. Explanation

1. The backbone of this idea is the hanger. It is not only disruptive, but also memorable.
And in an overly saturated advertising market, it is imperative to stand out.
2. It demonstrates our key takeaway: eBay Fashion is the online playground to treat
yourself, to surprise yourself with the endless possibilities for you. It does this by
alluding to our later activations within the campaign, such as a real life pop-up of the
fashion playground the character walked through, a hanger giveaway of the hanger the
character receives from her coworker, and coupons for a girl’s weekend spa day.
3. It elevates “Treat Yo Self” by eliminating the overall cheesiness from Parks and Rec, but
maintains its fun and playful tone.
4. It highlights the luxury items found within eBay Fashion.

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 Billboard

The billboard will be a giant statement getting the treat yourself message into everyone’s mind in
a cost effective way. It features the hanger symbol hanging on a giant clothing rack.

If we want to change perceptions in the mind of the consumer then we are going to have to make
an impact. This billboard does just that. It features designer clothing on a larger-than-life scale,
making it a memorable moment for the consumers. We want it to stand out so people will talk
about it on social media and with their friends because the more they talk about it the more they
will start to perceive eBay as a high fashion brand.

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Print Ad

This print ad is designed to juxtapose eBay Fashion’s brand with a high fashion image. This will
be surprising to the reader and catch their attention because they do not normally associate eBay
Fashion with luxury brands and high fashion. The ad will reintroduce eBay as a luxury retailer in
the mind of the consumer.

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 Phase 2: Interest

Youtube Series
What Not to Wear (March - April)
I. Explanation
This miniseries will be based on the TLC hit show “What Not To Wear,” which featured two
fashion-forward celebrities, Clinton Kelly and Stacey London. This show offered a life changing
fashion makeover opportunity to women nominated by their friends and family. We want to
resurrect that TV show and give it a new life through an eBay lens. We will bring in style experts
and influencers, specifically Sophia Chang and Jackie Aina, who are already familiar to the
YouTube community and give them a budget of $3000 to buy clothes and other fashion
accessories with the nominee of the week. At the end of the buying process, there will be a
dramatic reveal of the nominee styling and showing off her new eBay inspired looks.

II. Justification
eBay at it’s core is about bringing color into a beige world and allowing its consumers to
break-free from the mundane world of jobs and to-do lists by treating themselves to the endless
shopping possibilities on eBay. The revival of “What Not To Wear,” eBay edition, brings all of
what I’m saying is true about eBay to life. The women typically nominated for this show were
ones that were constantly giving back to their community, friends, and family. This show
allowed them to prioritize themselves for a change and ultimately offered a time for the
nominees to treat themselves to a week of shopping and pampering. We are also excited to be
working with influencers, like Sophia Chang and Jackie Aina, two women big in the fashion
world who already have a huge following on YouTube as with other social media sites.

III. Timeline
We want to start running this miniseries on YouTube during the months of March and April,
which is already a natural transition time in the fashion world as people clean out the winter and
spring clothes in their closet to give way to summer clothes.

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 Experiential Pop-up shop

I. Explanation

To supplement eBay’s push for a new brand image, we are proposing a pop-up shop tour in 4 of
America’s biggest malls. We want eBay’s fashion playground brought to life. Our TV spot
brought the “treat yourself” experience to the public eye, but now we want our target to be able
to touch and share it with others.

With a kick-off at Fashion Island, eBay and it’s brand representatives would have a shop in the
middle of the mall for shoppers to come in and physically experience what eBay has to offer.

The entrance would be a walk-in closet with oversized hangers in a variety of colors and the
words “Treat Yourself”. We want it to be an art display, that’s eye-catching and sharable. By
placing it at the entrance, shoppers can take pictures with it and also see others take pictures with
it, increasing the potential traffic that we hope to generate. There has been similar success with
art installations like the Infinity Mirror at the Broad, which draws in hundreds of everyday
people each day.

At each destination, there would be clothes from local retailers sold on eBay with eBay price
tags on them. On the other side, there would be a full-scale salon for shoppers to literally treat
themselves, driving home the message that eBay is the playground for you.

II. Justification

Up until this point in our campaign, we’ve been generating awareness of the change in eBay’s
brand image. The TV spot, billboard, packaging, mini-series communicate what change eBay
wants to make and what it has to offer to its target market.

However, we need credibility and greater consumer interest. Through a pop-up shop, we not only
allow our consumers to experience what Treat Yourself really means, but we also increase the
credibility of the quality of the clothing we offer, which drives consumers more directly to
purchase.

In addition, shareability is key. We want each part of the shop to be shareable. The savvy
fashionist is in tune with her social media accounts, and we want her to see the worth of eBay
and share it with her friends.

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III. Timeline
A. July: 4 Saturdays
1. Time where Moms and students are most likely to be in malls for
back-to-school shopping.
IV. Locations
A. Fashion Island - Newport Beach, California
B. Union Square - San Francisco, California
C. Galleria - Dallas, Texas
D. Mall of America - Bloomington, Minnesota
E. Bal Harbour - Miami, Florida

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 Hanger Keychain Giveaway

I. Explanation

This is part of the experiential marketing for our campaign. We will strategically select malls
based on their customer base and locations, and activate ambassadors in the center of the malls to
hand out free hanger keychains with a small ribbon tied to it that has a discount code for 10% off
on their first purchase. The design of the hanger keychains will be in line with our theme and
will display the eBay logo.

II. Justification

Giveaways are a simple yet effective tactic because consumers love freebies. Free gifts improve
consumers’ perspectives on brands. Keychains are small enough that people can carry one with
them while they shop, and it is a cute item that can be incorporated into their daily life, or given
as a small gift. It also has potential to garner more interest through word of mouth, since they are
souvenirs that shoppers will appreciate and remember.

III. Timeline

The timeline for this giveaway will be after some of the major campaigns have been rolled out,
and people are already aware of eBay Fashion and may have developed some interest.

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 Phase 3: Decision/Action

Upgrade Packaging

I. Explanation

Next up, we will redesign the packaging. Instead of a plain box or envelope, customers will
receive their packages in boxes that look like a gift box, which ties in well with our theme of
treating oneself. The text on the packaging will say, “Let’s celebrate. You just treated yourself.”

Within the boxes are hidden promotional coupons; every 100th customer will receive a coupon
to nail salon and spa in their eBay package. This will reinforce our message to treat yourself.

II. Justification

The packaging is the customer’s first impression of eBay Fashion. “64% of respondents from a
survey stated that they will pick a product off the shelf because they were drawn by its
packaging, without prior knowledge about it or having done any research.” So if the first
impression is a good one, it will make customers feel good about shopping on eBay.
Additionally, statistics show that “about 40% of overall customers would share photos of
packaging on social media if it is interesting or gift-like”. Packaging could earn eBay Fashion a
lot of earned media. Not only that, a survey from Ad Age shows that the “average consumer
ranks packaging almost equal to brand on a list of factors.”​ Therefore, redesigning the packaging
is nearly as important as redesigning the eBay Fashion brand.

III. Timeline

The start date for the new packaging is as soon as our campaign begins, which is during the last
week of January. The spa package for every 100th customer will last during the length of the
campaign.

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 Social Media

I. Explanation

Through our Shop This Look campaign, we want shoppers to become more aware of eBay as a
fashion marketplace, and to push their decision to purchase by directing them to eBay’s website.
Whether it is through Tumblr, Pinterest, or Instagram, savvy shoppers can see where their
desired items are from with just one click. The idea is that influencers will post an image of a
trendy outfit, with the eBay item, and tag it with the eBay handle.

II. Justification

We chose these 3 platforms because fashion rules in these worlds. They also acts as a wishlist for
people who are always on the lookout for new items to add to their wardrobe.

Other posts will describe important fashion trends and tips for the eBay fashion Savvy
Fashionista. This will help with eBay fashion’s credibility as social media and fashion are
incredibly intertwined.

III. Timeline
A. Continuous throughout our campaign (Pinterest, Instagram, Facebook, Tumblr)

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Other Potential Social Media Ideas:

Pinterest Snapchat Pinterest

Instagram

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 Media Plan

I. Target Media Consumption Research

A. Devices Used to Access the Internet
1. 74% Laptop
2. 67% Smartphone
3. 57% Desktop Computer
4. 14% E-reader
5. 46% Tablet
B. Women Are Most Likely to Socially Share
1. 57% Funny things
C. Main Reasons Women Consume Media
1. The Internet
a) 69% said it gives them ideas for new brands/products to try
b) 81% said the Web is a good source for learning
c) 80% of women said they use the Web is to look at things on their
own timeframe
2. TV
a) 62% called it a good escape
b) 55% cherish the “me” time it provides
c) 65% of women said they watch TV because it’s relaxing
3. Print Magazines
a) 36% said they enjoy that magazine require their full attention
b) 32% said mags keep them informed and up to date
c) 38% of women said they like the detailed information magazines
provide
D. Social Media Used At Least Once Per Week
1. Facebook 83%
2. Youtube 58%
3. Pinterest 41%
4. Instagram 33%
5. Tumblr 11%

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II. Media Timeline Overview

January
● 29th - roll out TV ad the week before Fashion Week
● Change packaging to “treat yourself” packaging
● Social media

February
● New York Fashion Week - 8th through the 16th
● February edition of magazines will feature our print ads
● Billboards in select cities
● Social media

March through April

● What Not to Wear Youtube miniseries
○ Influencers

May through June

● TV advertisements
● Social media

July
● Pop-up shop tour begins

August
● Hanger giveaway

September
● Girls weekend promotion
● New York Fashion Week - September 6th to 14th
● September editions of magazines will feature print ads
● Billboards will be featured in select cities

October
● TV advertisements
● Social media

November through December

● Holidays

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III. Summary/Justification

To summarize everything that was previously said about our media considerations, we will start
our campaign by airing the TV advertisement on 29th of January, which is one week before
Fashion Week in February. Around that same time we will also change the packaging and begin
to rollout both our print ads and billboards.

We also want Around spring-time, March to April, will we begin our YouTube miniseries just in
time for spring cleaning. We want to coordinate the launch of our miniseries with spring cleaning
to send the message to our consumers that eBay is the place to shop to refill your closet with new
summer fashion items. During the month of July, we want our pop-up shop to tour the nation.

In August, right before the back to school shopping rush, we will send out a team of eBay
Fashion brand ambassadors to various cities and shopping malls around the country to hand out
small hanger keychains with discount codes to entice people to choose eBay for their back to
school shopping needs.

We want to time our billboards and our print ads with fashion week, which occurs both in
February and September, so as I mentioned in the beginning we will introduce our print ads and
billboards at the beginning of the year, but we will also have another surge in September.
Throughout the year, we will have our advertisements run on TV and have an active social media
presence.

Overall, we are applying multiple media strategies in our campaign. The first being a mass
approach to our TV Channel selection as we segmented our target into two separate markets. By
hitting TV spots where both the Urban Young Professional and the OC Mom will be watching
will not only optimize our budget, but also make sure to not alienate current eBay customers who
would be interested in learning how eBay is the place to Treat Yourself.

Next, we are using continuity flighting for our social media posts, TV spots, and updating
packaging as their are at the core of our campaign. For our hanger giveaway, experiential
pop-up, youtube mini series, OOH, and print ads, we will be using a burst strategy as they will
build upon our campaign's foundations and ultimately push our target towards their decision and
purchase. The continuity elements will make sure to establish a necessary presence in the
marketplace, while the burst elements will leave an impact on our target.

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III. Paid/Owned/Earned Media Mix

TV (Paid Media)
● Keeping up with the Kardashians - E! - Sunday 9PM PST
● The Real Housewives of Beverly Hills - Bravo - Tuesday 9PM PST
● E! News - Tuesdays 10:30PM PST
● Flip or Flop - HGTV - Thursdays 9PM PST
● This is Us - NBC - Tuesday 9PM PST
● Jane the Virgin - CW - Fridays 9PM PST

Billboard (Paid/Earned Media)

● Huntington Ave, Boston
● Magnificent Mile, Chicago
● Union Square, San Francisco
● New York Times Square, New York
● LA Live, Los Angeles

Print (Paid Media)

● US Weekly - Full Page
● Cosmopolitan - Full Page
● Elle - Full Page
● Marie Claire - Full Page
● Allure - Full Page
● Glamour - Full Page

Experience (Paid/Earned Media)

● Pop-up shop tour

Packaging (Owned Media)

● “Treat Yourself” packaging

Social (Paid/Owned Media)

● Instagram
● Facebook
● Twitter
● Youtube miniseries “What Not to Wear”
● Influencers: Sophia Chang & Jackie Aina - “Shop this look”

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Sales Promotion (Owned/Earned Media)
● Promotional coupons - Nail Salon/Spa coupon giveaway
● Hanger keychain giveaway

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IV. Media Flow Chart
Refer to Appendix 1.

V. Media Budget
Refer to Appendix 2 for the entire budget.

Figure 1. Illustrates the different sectors of media spent in the budget. Over half of the budget is
spent on TV and print advertisements. The thin purple section of the pie chart is the money spent
on sales promotion.

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 Treat Yourself Checklist

❏ Differentiates eBay Fashion from its more rationally positioned competitors

Amazon is the realm of prime, free 2-day shipping. Nordstrom Rack is the place of easy returns
from online purchases. eBay Fashion is the fashion playground to treat yourself. Not only does it
position eBay fashion in white space in the target’s mind, but it also capitalizes on competitors
weakness by emphasizing an emotional benefit, instead of a tangible one.

❏ Repositions eBay Fashion as the style playground to treat yourself

We give our target the opportunity to play in their own experiential style playground -- this really
brings the eBay value proposition to life.

❏ Resonates with the Savvy Fashionista, but doesn’t alienate male consumers

Our target knows Parks and Rec and knows what “Treat Yourself” means. They will get excited
about the chance to indulge in self-love for once. Since our tagline connects to such a popular
TV Spot, male consumers will also enjoy the approach as well.

❏ Changes her perception that she can score her look with us

The Social Media Content will engage with fashion influencers and center on the “Shop This
Look” idea. Other posts will describe important fashion trends and tips for the eBay fashion
Savvy Fashionista. This will help with eBay fashion’s credibility as social media and fashion are
incredibly intertwined.

❏ Moves eBay Fashion into the evoked set of credible online fashion retailers

Our target will be able to see real eBay clothes in the experiential, style playground pop-up.

❏ Complements “Fill Your Cart With Color”

For our target, the beige in their life is their endless to-do list, while the color and liveliness
comes from focusing on yourself again.

❏ Activated across TV, Video, Social, Experiential, and more

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Our 8 Tactics include TV, Print, OOH, Experiential, Sales Promotion, Public Relations,
Influencer Partnerships, and Social Media Marketing. That’s even just the start.

❏ Can live for 3+ years

Other channels eBay Fashion can activate “Treat Yourself” include digital retargeting ads,
Instagram sponsored posts, internet music ads, eBay red carpet celebrity endorsements, and an
eBay Fashion playground VR experience for the younger target growing into the Savvy
Fashionista. It can also be used as a New Year’s resolution: you just focused on every else who
is important to in your life during the holidays, now it’s time to treat yourself with the new year.

eBay Fashion can also help men treat themselves. It is not an exclusive women experience, and
can be easily adapted to show men how it’s time to bring their fashion man cave to life as well
after their long day at the office or at home watching the kids.

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Appendix 1: Media Flow Chart

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Appendix 2: Media Budget

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