eBay

Engaging audiences worldwide

With more than 170 million daily global customers, eBay needed an agency that could keep the conversation going 24/7 in seven different languages.



Through our work managing owned channel marketing and merchandising for eBay, we helped the company refine processes and implement proprietary technology to efficiently produce more than 4,000 campaigns and 100,000+ assets per year across markets. 



To take eBay’s comprehensive conversation to the next level, it needed to connect on an emotional level across multiple channels. With a deep understanding of the different customer journey paths, we were able to develop communications that spoke directly to specific customer types, and enable eBay to forge intimate connections. We generated personalized content and relevant experiences with their customer segments in mind, approaching them with seamless, responsive communication to drive revenue, retention, and brand loyalty.



The success of this initial work in the UK led us to take responsibility for onsite creative, CRM strategy and merchandising across other key markets including Germany, France, Australia, USA, and Canada.

Hyper-personalised content

Leveraging our proprietary creative automation tools has allowed us to create multiple cross-channel communications for various eBay audiences. At the click of a button, we can generate thousands of creative variations from just a few inputs. 

Automated asset production allows us to tailor messaging to each individual customer segment, and iterate on the messaging quickly based on performance data. Our tools make it easy to adjust copy and design, so that we are always producing hyper-personalised content that truly resonates with eBay customers around the world and at every stage of the user journey.

We create over 200 monthly campaigns in multiple languages that convey their unique brand voice and articulate their values consistently to millions of people around the world. Our approach ensures that eBay remains a household name that informs, inspires, and moves at the speed of retail.

Establishing an in-house marketing solution

We have also supported eBay’s efforts to create a new, more agile model for delivering its marketing campaigns, including implementing onsite, CRM, and push notfiication campaigns. 

Within two months, we had scoped the team requirements, recruited, interviewed and hired the new in-house marketing team. 

To facilitate the agency-style speed and agility that eBay needed to keep pace with the sheer volume of campaigns it delivers, we defined a robust team structure that allows for multiple levels of seniority to drive both key decision making and tactical implementation.

The in-house marketing team is fully embedded within eBay, but is fully managed by DEPT®. What started as a UK-specific implementation has since been rolled out in both Germany and the US. 



Trusted partners

Our specialist teams have become true, integrated partners across the eBay business, providing expertise and influence across marketing initiatives at every stage of the funnel. 

eBay brings DEPT® some of their biggest challenges to solve, which has seen us work with the Customer Science team to reimagine their data science capabilities with AI, collaborate with the Product team to improve efficiency of content production, as well as deliver regional and global workshops to bring the future vision for the eBay brand to life. 

The results we have collectively achieved have resulted in a more unified global strategy across its key markets, and a consistent customer experience across every digital touchpoint.