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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.