eBay: Inside Source Portfolio

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eBay challenged Edelman Digital to elevate their brand through an independent editorial voice aimed at inspiring new and existing eBay consumers to shop the site and educate them about great values and selections. eBay already had the resources to create compelling content from influencers who are passionate about eBay, to untapped stories, to the shopping habits of eBay’s 90 million active users. All eBay had to do was figure out how to editorialize all this and build an independent authority to provide
context and relevance to the eBay experience, enabling a change in brand perception.

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eBay: Inside Source Portfolio

  1. 1. DigitalDigital
  2. 2. The Challenge eBay challenged Edelman Digital to elevate their brand through an independent editorial voice aimed at inspiring new and existing eBay consumers to shop the site and educate them about great values and selections. eBay already had the resources to create compelling content from influencers who are passionate about eBay, to untapped stories, to the shopping habits of eBay’s 90 million active users. All eBay had to do was figure out how to editorialize all this and build an independent authority to provide context and relevance to the eBay experience, enabling a change in brand perception. www.theinsidesource.comHome Page 2 Digital
  3. 3. Our Solution We created The Inside Source to provide consumers eBay inspirations from style makers, trendsetters and what more than 90 million active users are searching for, buying and selling on eBay, to change perceptions about eBay and drive consumers to the site. While The Inside Source was created as a platform to provide this content we knew that in order to be truly compelling, the site needed to be credible as an independent entity. It was imperative to distance the site from eBay.com, ensuring it maintained the feel of an independent media property through integration, syndication and content sharing initiatives. Success of The Inside Source is proof that branded content, when delivered in a meaningful and authentic manner, is a powerful means for engaging consumers, the media and influencers with a brand. Capabilities Utilized Strategic Research Site, Industry, Competitive and Audience analysis Digital Tactical Planning User Experience Content Strategy and Development Art and Design Application Development Programming Functionality Planning Information Architecture Content Management System Implementation Search Engine Optimization Training Public AffairsNews 3 Digital
  4. 4. ConnectTopics About the Inside Source 4 Digital
  5. 5. About Edelman DigitalEdelman Digital has been an award winning, full service digital engagement agencysince 1995. We do this by creating authentic content, communications and experiencesthat earn trust, build community and drive business results.Integrated digital programs, bridging traditional and social media with online PR andmarketing, are our strength. This includes everything from strategy derived from insightsand research to creative development and execution. Our digital engagement includescommunity management, influencer outreach and social media advertising, and our webvisibility initiatives include search engine marketing and optimization.Through the years we’ve discovered that if you find the story from the consumer you cantell it back to them in their language—let us help you own that story. www.edelmandigital.com www.twitter.com/edelmandigital www.facebook.com/edelman 5 Digital

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