eBay
Respond

Supercharging a growing automotive business

eBay

Automotive is one of eBay’s key growth areas and, over the last two years, we’ve played a key role in fuelling that growth. We’ve adapted the brand to UK car enthusiasts, optimised site performance and produced a range of content and campaigns, creating major increases in engagement levels.
  • User experience
  • Platform optimisation
  • Experience strategy
  • Creative campaign
  • Social content
  • Motion content
The need to adapt
Following a global brand refresh, eBay asked us to help deliver its diverse automotive offer to the millions of UK car owners who enjoy modifying and fixing cars at home. There were four main areas to explore.
Customising the brand
We worked closely with eBay’s merchandising and marketing teams to help them adapt their new global brand to the UK market, communicating the benefits of eBay’s wide range of products, competitive prices and expert advice. As part of this, we developed a new suite of imagery focused on motoring enthusiasts.
Customising the brand
Campaigns around motoring moments
To build salience, reassurance and confidence amongst eBay’s customers, we developed a series of online campaigns around key retail and seasonal moments, alongside customer passions. Setting up a vehicle for winter, preparing for a family road trip and restoring a classic vehicle were campaign themes that resonated strongly with eBay’s audiences.
Campaigns around motoring moments
Supportive and conversational content
Building out from audience insights, we developed a needs-based content strategy that put real people’s opinions, conversations and experiences front and centre. From maintenance tips to buying guides, the strategy was to support customers throughout the year – demonstrating that eBay offers the guidance, services and products they need, whatever their automotive knowledge.
Supportive and conversational content
To activate the content strategy, we developed a suite of editorial, social and video content in partnership with automotive icon Haynes, and car culture super-heroes Car Throttle. Content examples include a series of videos following the progress of three car restoration enthusiasts and a 48-hour time-lapse video of Silverstone.
Optimising every touchpoint
Since our partnership began, we’ve provided ongoing consultancy and support to continually evolve and optimise the eBay site. To help customers buy in a way that makes sense to them, while offering the support and guidance they need, we carefully considered the customer experience and the performance of every touchpoint – from homepage to product click-throughs and content.
We’re seeing major improvements in user journeys and engagement, meaning we’re able to support our customers better than ever.”
Matt Wilkin
Category Manager,
eBay Vehicle Parts & Accessories
Helping eBay thrive
After benchmark-setting results across verticals, our partnership with eBay extended to providing continual support, onsite optimisation and beyond.
Output are a real partner for our team and every challenge is met with insightful ideas and imaginative, creative thinking.”
Matt Wilkin
Category Manager, eBay Vehicle Parts & Accessories
19%
reduction in bounce rates, down to 70%