Holiday Chill
A pledge to eliminate “Holiday Creep” by not talking about the holidays… until the actual holidays.
Background
Each year, brands make holiday announcements earlier and earlier. From crazy sales ahead of Black Friday to full-blown holiday displays before Halloween, this stress-inducing “Holiday Creep” has gotten out of control.
What we did
eBay pledged not to promote holiday deals of any kind until November. And, because eBay sellers offer great deals every day, not just during the holidays, shoppers could finally chill out this season and outsmart the seasonal creep.
eBay then unveiled a Holiday Jargon Jar — a virtual jar that turned holiday chatter into charitable donations. eBay scanned Twitter for overused seasonal buzzwords posted by retailers, like "twas," ‘‘festive,’ or ‘jolly,’ and donated a dollar each time they were used. The campaign raised $50K for SCORE, the nation's largest network of business mentors who help small businesses achieve their goals.
Social Output
“eBay Takes Aim at Holiday Creep.”
WWD
6.4M+
impressions amassed on social following the Holiday Jargon Jar launch video
The Reaction
112
pieces of earned coverage from a variety of publications, radio, and broadcast
$50k
donated to SCORE, the nation's largest network of volunteer, expert business mentors who help small businesses achieve their goals
“eBay Blasts Retailers for 'Holiday Creep' Christmas Ads in September.”
Muse
“Fight Holiday Creep With “Holiday Jargon Jar” like a swear jar only better.”
iHeart
