Why is this work relevant for Creative Strategy?

This is a classic story of how maximum ROI can be generated just by the strength of a creative idea. With low budgets, we knew we had to make use of something big and use it to our benefit. And so, we strategically rode the #MomentMarketing wave to turn heads! In PM Modi’s speech on “Make In India” & focus on #VocalForLocal, we found an opportunity. #VocalForLocal, every hour was viewed by 800,000+ users on the internet and was trending #1 on twitter. We Asked why stop at #VocalForLocal? We wanted to take it a notch higher & created #LocalToGlobal

Background

With 2 years of marketing silence & an exit from the Indian domestic market, eBay was looking at a soft launched in India with a focus on Cross Border Trade (export) The objective was to create enough buzz & get people talking about eBay’s soft launch ON A SMALL BUDGET In the middle of a pandemic.

The Interpretation of the Challenge (30% of vote)

This was the first time eBay wanted to market their Cross Border Trade (export) operations. The challenges were: 1. eBay was resuming operations only for Cross Border Trade, not domestic trade 2. Limited budget 3. Surprise entry by COVID-19 leading to lockdown & pause on life as we knew it The client needed at least a 100X jump in their visibility and revenue through this campaign while working with budgets under USD4000 (USD 1 = INR 70). Target market: Small & Medium businesses who were sellers, but were not selling online/ across borders.

The Insight / Breakthrough Thinking (30% of vote)

We had to create High impact in Small budgets, which meant riding on something that gives us a much needed lift without spending much. The strategic call was to use a trending moment marketing conversation to get mileage in small budgets. PM's address to nation about #VocalForLocal was our breakthrough moment which was trending #1 on twitter & was viewed by over 800,000 users every hour. According to eBay + Agency research, we found that the pandemic not just saw the closure of brick & mortar stores, but also drop in morale for small & medium business owners. The finding also saw that Indian sellers believe that (1) Their world is whatever lies in a radius of 6km around their shops (2) Traditional business outsmarts any other way of doing business. With #localToGlobal, we aimed to provide global market opportunity with access to 184million buyers across 190 countries.

The Creative Idea (20% of vote)

Make in India, for the world. In PM Modi’s speech on “Make In India” & focus on #VocalForLocal, we found an opportunity. We Asked "why stop at #VocalForLocal?" We wanted to take it a notch higher & thus, created #LocalToGlobal We created visuals to capture sellers’ imagination of how far & wide their products can travel in the most unique way possible. We used common global monuments with a touch of India via products like Sarees, Jewelry and more to bring out the aspect of Taking India to every corner of the world via exporting.

The Outcome / Results (20% of vote)

In under 20 days, with budgets of USD 3890, We spoke to 1.3Million sellers engaged with 654,000 and drove 8,000+ visits to registration We were able to convert 80+ sellers We were also able to provide a 200X+ jump in ROI to the client through the campaign (more details in the confidential section) Within the industry of B2B, eBay firmly occupied the space of export.