eBay was thinking of shuttering its Twitter comms channel, which it had previously used to broadcast press releases, events, news and other company info. We convinced them to let us manage it, and turned it into a premium curator of culture, matching what was hot among Millennials with shoppable items and collections on eBay.
Key to this strategy was maintaining this as a comms channel rather than a marketing arm, which nobody really wants to see on their newsfeed. We decided that every Tweet needed to say something interesting or helpful, delivered in the voice of a wired-in best friend who gives you the crucials exactly when you need them.
With an elevated new look, distinct tone and helpful approach, the channel continues to grow.
Copy: Looking to cabana and chill? We've got everything you need. http://ebay.to/24udTVt
Copy: Selling on eBay isn't only nice for closet space, it reduces waste and builds a #circulareconomy. #EarthDay
Copy: No one needs a reason for a Friday wine-a-thon. But if you want, we have thousands to choose from. #eBayUncorked 🍷
Copy: Here's to all of you for triumphing over yet another day. #eBayUncorked #WineWednesday
Copy: Fine Wines. Everyday wines. One-of-a-kind finds. Our new category has it all. #eBayUncorked http://ebay.to/1VAmpT8
Copy: #eBayChoice: Are you a grill master or a smoothie ninja? Cast a vote now, get the deal 6/27: https://twitter.com/eBay/status/746342511866675200 …
Copy: Your life is about to get a lot smoother with the Nutri Ninja Blender as our winner. Get the deal on the eBay app.
Happy #FathersDay to all the amazing Dads who have helped create a lifetime of memories.
Check out sommelier-at-large @AndreMack's perfect wine collection for any summer meal: http://ebay.to/28Jcu7w
#DidYouKnow a woman's handbag is purchased every 10 seconds on eBay mobile? Truly fashion on the go.
Copy: Are you festival ready? Get the tech you need to keep the music playing all summer. http://ebay.to/1ZaIaY5
Copy: #DidYouKnow: In the US, a watch is sold every 3 seconds on eBay. There goes one. And, wait, there's another.
