CLIENT eBay MasterCard

TITLE "Holiday 2007"

Target

Top 30% of eBay Buyers and Casual Sellers who have high affinity for the eBay brand.

Challenge & Assignment

Drive a significant lift in eBay MasterCard applications and increase on-eBay spending during the holidays.

Strategy & Solution

Depending on the buyer state of shopping and point of entry from eBay.com, Swirl drove users to 2 different landing environments that provided varied levels of content on the Holiday promotional offer and card benefits:

• Buyers who entered the site from the eBay "View Item" link and the eBay catalogue and were closer to the point-of-purchase were driven to a more straightforward site where the card application form was prominently featured.
• Buyers who clicked through from the onsite merchandising placements were driven to a more engaging creative environment that provided deeper educational content on the card benefits, highlighted the holiday promotional offer and then drove users to the application form.

Results

Compared to baseline eBay MasterCard promotions, this campaign generated 68% more applications, 2.5 times the number of successful accounts and drove two times the GMV in sales on eBay.com during the campaign period.

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