Christmas In August?
We just finished hearing about Christmas in July. This is a relatively unique celebration to the Southern Hemisphere where our cold weather is in July, not January. So, why am I talking about Christmas in August?
In the latest edition of Marketing Magazine Australia, there was a story about how eBay prepared and implemented a unique strategy to position the site as a viable alternative for new Christmas gift ideas (and not second hand as is generally accepted as their market niche), and provide software that will assist gift givers in coming up with ideas based on two interest areas used to describe the gift recipient coupled with Facebook likes.
The article said, “In a first for eBay, we worked with eBay’s internal technical team, which developed and launched a tweaked version of the search algorithm on a Christmas-themed areas of the site that specifically worked by taking one or more interest areas from the use and combining them to deliver a selection of perfect personalised gifts.”
For their marketing push, in addition to using their own digital properties, eBay used locations where festive shopping was most front-of-mind, on Adshels across major shopping centres. There were interactive versions, where the user could search for interests directly in the ad unit. These were used across digital display, and clicked through to a custom landing page within the eBay site that continued to show ingenious gifts.
So how did this go for eBay last Christmas? According to the article, eBay had a very merry Christmas. The number of buyers grew by about 10% year on year and, over the peak of the campaign, eBay had its biggest three weeks on record, including the highest number of buyers in one week.
“The PR component alone generated an estimated $6.25 million in equivalent media value, and campaign recall was up by a third against the previous year’s Christmas campaign. But the best result of all was that the Australian public discovered a new, easier way to find gift inspiration.”
What a great idea! And, as most of you that know me, I am super organised and begin purchasing Christmas gifts in August, especially as I have to send them overseas to friends and family. So I was a bit disappointed when I tried to begin my Christmas gift search using the new algorithm, and it wasn’t there. Let’s hope eBay brings it back and we can all explore and have some fun and maybe take some stress out of the Christmas shopping experience.
Oh, and have you or your workplace started organising the Annual Christmas party? Tick Tock and ho ho ho from Hall of Fame Marketing.
Blog and tagged Hall of Fame Marketing Bendigo, Online Marketing Bendigo, Target Marketing