“eBay Thanks You is a great example of a brand understanding its customer.”
Interactive Marketing Director,
To thank the diverse users who helped make eBay a success, the giant online marketplace teamed with DigitasLBi to create eBay Thanks You, a campaign of videos that recognized the contributions of those who make eBay so much more than just a website. The stories of buyers, sellers and nonprofits—captured in six mini-documentaries—showed that eBay is a diverse community of dreamers and doers, inspired by discovery and social interaction. The intimate videos increased user intimacy with eBay, attracting many more people to the brand.
“eBay Thanks You is a great example of a brand understanding its customer, and developing communications that connect to consumers in a way that is relevant to them, and not just the brand. Highlighting the eBay “community” encourages others to raise their hands and say, “Yes, I'm part of that community, too.” The increase in subscribers to eBay's YouTube channel proves that the message worked.”
— Marjorie Dufek, Interactive Marketing Director, Brown-Forman Corporation