At eBay, heroes tell stories
- 7 jul 2015
- 1 minuten om te lezen
It was started by Homer, and it was never surpassed by any other form of storytelling: the hero's myth. The hero is the one person like ourselves that does something outstanding. Heroes' tales, whether in the bible or in modern times feature films, fascinate, captivate and comfort. The mechanism behind the power of the hero's myth was unvealed in a standard book by Joseph Campbell, "Monomyth, The Hero's Journey". That book inspired many creators like George Lucas (Star wars) but apparently also online auctioneer eBay.com.
At the end of 2012 eBay launched a campaign directed to its loyal customers, "eBay Thanks You". It offered daily and weekly prizes and special dauliy deals, but it's driving communication tool was a series of six mini-documentaries featuring eBay-heroes: customers, sellers and nonprofit partners doing something special - with eBay playing its role somewhere in the story.
The campaign was very succesfull, with one million total views of the videos, and an increase of subscriptions to eBay’s YouTube page by 128%. The campaign inspired nearly 10,000 social mentions, 90% of them being positive. It landed eBay also an IAB award.
Opmerkingen