eBay was thinking of shuttering its Twitter comms channel, which it had previously used to broadcast press releases, events, news and other company info. We convinced them to let us manage it, and turned it into a premium curator of culture, matching what was hot among Millennials with shoppable items and collections on eBay.
Key to this strategy was maintaining this as a comms channel rather than a marketing arm, which nobody really wants to see on their newsfeed. We decided that every Tweet needed to say something interesting or helpful, delivered in the voice of a wired-in best friend who gives you the crucials exactly when you need them.
With an elevated new look, distinct tone and helpful approach, the channel continues to grow.