Reopen Ready
A series of eBay-data fueled ‘Re-Entry Guides’ to give people the gear and confidence to adventure back out into the Re-Opened world.
Background
As Covid restrictions lifted and the world opened back up, what was once ‘normal’ felt like a wilderness of the unknown. Pre-pandemic activities and routines became unfamiliar, so eBay set out to give people the confidence to embrace reopening and set off on the adventures they dreamt about in lockdown.
What we did
Released a series of eBay-data fueled ‘Re-Entry Guides’ featuring collections with curated items for the adventures people missed the most during the lockdown — vacations, dates, live sports, and music. To launch, we partnered with Coyote Peterson — star of Animal Planet’s Brave Wilderness (and proud eBayer) to get people back outside, then passed the baton to influencers across style, luxury, and travel to promote the collections. To create multiple waves of coverage we created ongoing ReOpen Reports sharing the data story behind popular items and spending trends as more and more got ReOpen Ready.
“I've always loved the hunt...searching for a rare sneaker or designer collab, or even better a vintage watch or antique. eBay has always been the plug!”
One37PM
290M
earned impressions garnered from 159 pieces of coverage spanning trade, outdoor, fashion, lifestyle, and general publications
The Reaction
8.1M
site visits to eBayReOpenReady.com where users browse and shop the guides
120%
increase in engagement rate on YouTube over previous benchmark performance
“eBay is recognizing re-entering non-virtual social circles might require a little bit of bravery in its latest campaign.”
Adweek
"[Coyote Perterson] recently partnered with eBay to launch the ReOpen Ready campaign."
Gear Junkie
