Case Study
Social Media Brand Assets for eBay — Reuseable Content Templates
The Challenge:
With new leadership and a refreshed internal desire to update the acquisition and communication funnel, the look and feel of eBay’s consumer content was to be renewed to better align with current business goals.
The Process:
Kicking off the process I talked to stakeholders across the company and gathered constraints and opportunities. A needs- and an 80/20 analysis was conducted to be able to add the most value while sticking to the timeline.
Through pitch meetings with the CEO and SVPs of communication, 3 different directions were developed. Through iterating on 2 of the styles, 1 style was ultimately chosen for the annual Diversity, Equity, and Inclusion report. Then extrapolated across the deliverables:
- Social templates and a refresh of the official eBay social accounts
- Annual report templates, including annual shareholder report
- A complete Diversity, Equity, and Inclusion report
- Infographics styles and layouts
- Brand guidelines for content across the company
All assets were produced in vector and constructed with an eye towards re-usability and templatization.
Finally, social media managers were taught to adjust and change content of social media assets to take the workload off designers and allow for social media managers to rapidly create on-brand assets.
The Result:
Through a new internal desire for a content refresh, a series of pitch rounds was conducted at the highest executive level. An analysis of where we could add value was conducted and timelines and constraints were clarified.
For the first time, eBay has a common style to refer to when creating consumer communications. Social media managers can easily create on-brand assets and turn around creative quickly.
This resulted in the highest amount of downloads for a corporate report in eBay history and a boost of ~20% in conversion rate from social media channels.
