Spreading the word about eBay's #StrongerAsOne campaign – a drive to promote small businesses in the UK.
eBay, the world's biggest online marketplace, wanted help promoting their latest campaign – #StrongerAsOne – to young people in the UK.
Designed to shine a light on the small UK businesses that operate through their platform, eBay's #StrongerAsOne recognises the brilliance of the thousands of individuals and companies that use the buy-and-sell website to offer their goods and services every day.
eBay enlisted Vidsy, one of TikTok’s creative partners, to produce a highly emotive video to feature as a TikTok TopView ad, which was displayed to all UK users upon launching the app. Taking over the full vertical screen, the TopView Ad automatically played a sound-on, 10s video promoting the campaign to more than 16 million people in the 24-hour period that it ran.
The video featured numerous short clips of real small businesses in their day-to-day lives. Packing orders, making video calls, and producing their goods, each business owner is shown in their element, giving viewers a real insight into what it's like to run a small business. Alongside the video, an uplifting soundtrack complemented the authentic visuals.
At the end of the video, a "Learn More" button took viewers to a landing page which offered more information about the campaign, as well as a series of quotes from the various individuals operating through eBay.
The engaging video and eBay-branded environment provided excellent exposure for the campaign, and because of the embedded nature of TopView, high levels of user impressions were guaranteed.
Running for 24 hours on May 17, 2020 for users across the UK, the eBay #StrongerAsOne TopView campaign received an overwhelming response during the short duration it was live.
More than 17,880,000 impressions were recorded over the campaign, with an engagement rate of 17.72%. The ad also achieved a total reach of 6,364,040 in the time it was shown, clearly demonstrating TikTok's ability to secure genuine exposure for brands and their messages. The total number of likes received exceeded 70,000, alongside hundreds of comments and shares – further confirming the UK TikTok community's interest in the ad and its content.
Of the 6.1 million total views, almost half watched at least 50% of the entire 10s video. The call to action at the bottom of the video had a click-through rate of 17.31%, which successfully pushed millions of users to a landing page where they could discover more about the campaign and explore some of the products on offer.
For eBay and for TikTok, this TopView campaign outperformed all expectations, resulting in not just excellent levels of exposure for eBay and their #StrongerAsOne message, but genuine engagement with the younger generations.