“Think eBay” campaign pushes fashion and electronics

eBay UK is continuing its foray into producing enticing consumer content with the aim of encouraging buyers into shopping on eBay with two “online magazines” and a “Think eBay” message.

They’re well produced and draw in expert/celebrity content and also demonstrate the breadth of eBay’s offering. Rather like Collections launched earlier in the year (and of which nothing has been heard since) the idea is a showcase of eBay’s selection. No bad thing and I must say that they are very nicely produced and have a fresh, vibrant feel to them. Do have a look.

Here’s the fashion “Think fashion, Think eBay” section and I’ve extracted the Youtube video for your viewing pleasure too.

And the other buying guide under the Think eBay banner is electronics (and apparently Home & Garden will follow soon). Think electronics, Think eBay lives here.

I just wonder how effective this sort of thing really is. For starters, it’s pretty labour intensive and expensive to produce such content. But I happily concede that it’s terribly on trend.

Sensual, sassy content with a social media aspect is what brands are increasingly doing online. Indeed, fashion business ASOS does this sort of thing very well.

But I guess the difference is authority. Does eBay have the expertise to tell people what they should be buying or wearing? Specialist brands do have that authority with expert journalists in-house spotting trends and, indeed, forming them.

It’s not clear that eBay inspires similar trust as a commentating brand. All that said, it’s no bad thing to see eBay investing in marketing and we will be intrigued to discover how it progresses.