eBay Collegiate Case Competition
As a member of the American Marketing Association, my team and I competed in a nationwide competition in New Orleans to earn the business of eBay Inc. We built a marketing plan to show millennials that eBay is more than just buying and selling collectibles. Our team was split in fours to plan out four phases:
1st Quarter: eBay Scavenger Hunt
2nd Quarter: “Be Your Own Boss” Campaign
3rd Quarter: “Auctions for Change” Selling donated celebrity-owned items
4th Quarter: “‘Sweet’-states” Sweepstakes season
My group was in charge of Q2 to promote eBay as a platform to be your own boss by selling product and becoming an entrepreneur. By utilizing public figures like DJ Khaled and key YouTube influencers, millennials would be able to relate to these opinion leaders and be encouraged to use eBay for a promotional trial. Ad ideas included showing influencers in their younger, more humble beginnings and how you could get started the same way they did using eBay.
Skillsets Utilized:
Market Research + Analysis
Brand Awareness Plan
Advertising Strategy
Content Creation + Copywriting
Check out the promotional plan here: