Making of you
The pitch opportunity: Change people’s relationship with eBay from functional to emotional.
Our insight: You are what you have – friends, experiences, belongings.
Our solution: eBay helps you be who you want to be. It’s the ‘Making of you.’
We’d launch the pitch idea with a series of mini documentaries about the eBay collections of influential bloggers. Then our audience could create their own, for prizes. On Facebook, fans could bid with ‘likes’ and shop directly from the newsfeed. On Pinterest, people could win their future self. On Twitter, followers could take over our account, to talk about their passions.
I worked with the planning team to draft the strategy. Then with my creative partner and I developed the idea and the social strategy. We then not only managed designers on the final executions but designed some of them ourselves.