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Welcome to eBay Advertising
Case Studies
Objective

To promote Mastercard/Maestro debit card usage by offering 5% discount on purchase with a maximum discount of Rs.500

A dedicated landing page was created for Mastercard.
Discount coupon created.
The Promotions

Posts done on Facebook eBay.in fans page.

For the first time on eBay.in Gutter skin branding with Roadblock was done for Mastercard.

Gutter Skin + Roadblock performance for one day
Impression delivered - 2.03 M
Clicks generated - 4711
Click through ratio - 0.23%

Also sent exclusive mailers to eBay registered user base. Banner Insertion in marketing newsletters. ROS banner campaigns done on site.

Outcome 2012
Achieved 16,430 transactions using the offer within six months.
Significant increase in MasterCard/Maestro share of voice.
Offer relaunched in 2013 on a bigger scale with 12 months of continued promotion.
Mastercard
Tata Nano
Objective

To sell Nano branded merchandise on eBay & thus create a Buzz about the brand Tata Nano

This was for the first time that an auto major started selling merchandise on ecommerce platform. eBay facilitated it fabulously.
The Promotions

Created dedicated Microsite for Tata Nano. Onsite banner promotions were done landing to Tata Nano Microsite. Posts done on Facebook eBay.in fans page. Banners insertions in eBay.in Marketing Mailers

Also sent exclusive mailers to eBay registered user base. Banner Insertion in marketing newsletters. ROS banner campaigns done on site.

Outcome 2012

550 SKU's sold within first 3 Months.
Amazing response to the brand.
Offers got more juicy for another 3 months. An exciting contest was run for the eBay users where users could stand a chance to win Karbonn Tab & many more gifts on buying Nano branded merchandise through eBay.in
Objective

Increase the SOV(Share of Voice) of Samsung Handsets on eBay India
Samsung
How did eBay go about it?

eBay shortlisted 8 sellers who have been selling on eBay for the last 3- 4 years.
These sellers got empanelled with the ND (National Distributor) of Samsung Mobile.
Samsung allocated a separate advertising budget for eBay to promote these set of sellers along with the individual sellers on the site.
Banners ran across the site to promote the sellers selling Samsung Mobile.
Visitors who clicked on the banners were taken to the view item page, post that they carried out their purchase of the handset.

Outcome 2012

The SOV of Samsung Mobiles on the site was 18% before the activity started.
After the activity the SOV increase to 32%
Duration of the campaign was 3 months.
Total clicks 35,200
Over all CTR 0.25%

Samsung Mobile now has a separate budget for eBay every quarter and they also have a separate team to engage and interact with eBay to scale this relationship to the next level
HTC
Objective

Increase the SOV(Share of Voice) of HTC handsets on eBay India
How did eBay go about it?

eBay shortlisted 5 sellers who have been selling on eBay for the last 3- 4 years.
These sellers got empanelled with the ND (National Distributor) of HTC.
HTC allocated a separate advertising budget for eBay to promote these set of authorized sellers.
Banners ran across the site to promote the sellers selling HTC.
Visitors who clicked on the banners were taken to the view item page, post that they carried out their purchase of the handset.

Outcome 2012


The SOV of HTCs on the site was 5% before the activity started
After the activity the SOV increase to 10%
Turnover increased from 63 lakhs to 1.86 Cr during the campaign period
Duration of the campaign was 3 months (Starting from April,2012)
Total clicks 45,337
Over all CTR 0.30%

HTC came back with a promotional campaign once again during the Q1 of 2013