eBay x BuzzFeed UK
‘Silly Season” 2016
In 2016, I developed a first-of-its-kind partnership bringing together BuzzFeed UK, eBay, and its TV/radio partner Bauer Media for Christmas 2016.
In the UK, the “Christmas creep” starts as early as September. But while the “it’s beginning to feel like Christmas” moment happens at a different time from person-to-person, everyone is on the same journey, with hundreds of different milestones moments the way.
Using BuzzFeed’s proprietary editorial insights, I put together the 101 Steps to Christmas — a content strategy designed to hep eBay play a part in all of the small, hidden, authentic moments that *really* make Christmas, before delivering consumers timely and inspirational product suggestions. Engagement with the BuzzFeed content was then used by Bauer to direct talking points to connect with listeners across radio, TV, online, social and print.
Key Stats
6.2% uplift in key message saliency
6:12 average dwell time per post
46k+ clickouts to site, with the top performing post exceeding 9x above benchmark
Art Director & 8-bit Creator: Antonia Bonello
Photo Director: Aubree Lennon
Design: Ben Armson
