Ebay challenged Edelman Digital to elevate their brand through an independent editorial site aimed at inspiring shopping. Edelman created The Inside Source to provide content on eBay deals, trends, and what users are buying/selling to change perceptions of eBay and drive traffic. The site maintained independence from eBay to seem credible. Its success shows how meaningful branded content can engage consumers, media, and influencers.

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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.com
Home Page
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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 Affairs
News
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4. Connect
Topics About the Inside Source
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5. About Edelman Digital
Edelman Digital has been an award winning, full service digital engagement agency
since 1995. We do this by creating authentic content, communications and experiences
that earn trust, build community and drive business results.
Integrated digital programs, bridging traditional and social media with online PR and
marketing, are our strength. This includes everything from strategy derived from insights
and research to creative development and execution. Our digital engagement includes
community management, influencer outreach and social media advertising, and our web
visibility initiatives include search engine marketing and optimization.
Through the years we’ve discovered that if you find the story from the consumer you can
tell 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
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