Winning new customers for an 'old' tech company

eBay has been around since before the dot com bubble burst. In general, it has great brand awareness. But, a new generation, who are the future of the online marketplace, didn't experience eBay's early years. GenZ's perceptions of eBay were not exactly right. And we wanted more of their purchases. 

So, in order to position the online marketplace for growth in a competitive retail environment, we developed a brand marketing strategy to win the hearts and minds of GenZ.

With a high ROI influencer marketing campaign, we increased positive sentiment and repeat purchases. The key was using 3 strong brand marketing techniques. 

1. Be authentic:
We helped our customers show themselves incorporating eBay into their lives. It was an authentic display of our company's story and values, which improved brand equity.

2. Leverage emotions:
We evoked feelings of joy, surprise, or nostalgia. When people feel, as the metrics showed, they remember. And we needed them to remember, when they were ready to buy, to go to eBay. 

3. Foster Community:
Knowing Gen Z craves connection, we developed a campaign that positioned eBay as a place for making connections and sharing passions. When customers feel included, they become your loyal brand ambassadors.