Make eBay synonymous with value by creating media buzz and driving consumer listings on the site.eBay.co.uk wants to be synonymous with great value and in March 2009 eBay made it free to list auction items with a starting price below 99p.To launch this bold move our agency worked with eBay to create the eBaynomics report on the nation's shopping habits. The 2009 eBaynomics report revealed an emerging shopping trend in the UK: Profit Shopping, whereby shoppers make more money from sales than they spend on purchases, effectively using the site as a way to supplement their income. eBay identified that among its own user base, 200,000 savvy Brits were making as much as £5 a day on the site. This became one of the key news hooks of the campaign.Following a return on investment of 27 to 1, and coverage worth in excess of £1.7million, the eBaynomics Report is being extended to analyse the trends of European shoppers for Pan European maximisation.

1 - DataWe worked with eBay’s internal analysts to monitor behaviour on eBay.co.uk, providing a bank of UK selling/ buying stats – who was buying what and where.2 – AnalyseWe worked with the eBay UK internal PR team to analyse the data and to extract trends.3 – ReportCreated and published a PDF report highlighting the key findings and establishing emerging trends.4 – Media MaximiseWe launched the report in March, using the ‘free to list on eBay.co.uk’ announcement as a news hook. Working with key media contacts, we told the trend story through interviews with key eBay UK spokespeople and case studies.5 - DemonstrateTo heighten cost-efficiency, eBay UK reallocated a portion of the advertising budget for ‘story telling advertorials’ which ran during the week of the announcement.

Media Results:- 3x TV (162 minutes of airtime. Inc. BBC Breakfast; BBC News 24; BBC World Service; CNBC)- 16x radio (1h 37 minutes of airtime. Inc. BBC Radio Derby; BBC Radio Norfolk)- 6x nationals (Inc. DPS in Daily Express; News of the World; Daily Telegraph; The Independent)- 19x digital (Inc. The Sun Online; BBC News Online; telegraph.co.uk; Daily Express Online)- 2x lifestyle (Fabulous & Best)Campaign Results:Total Coverage AVE: £569,425Total PR Value: £1,708,275Total OTS: 51,745,166Number of UK adults reached: 20,054,506 (41% of the UK population)Number of articles: 46Proportion of feature articles: 95%How we met the campaign objective:Drive consumer auction listings:17% increase in consumers listing items for sale in auction format, with a sub-99p starting priceHalf a million new listings the day following launchGenerate consumer media buzz:Over 40 media hits, including 3 TV and 6 national print media