eBay is continuously propelled by the success of its community who motivate them to create the world’s best online marketplace. We wanted to thank these amazing buyers, sellers and non-profits by sharing their inspiring stories with the world. The result is six documentaries that highlight the variety of people who make eBay the place it is today.

• Over one million views of the eBay stories collectively.

• Nearly half a million views of the Ed Church story alone.

• Widely earned media reach across varying platforms.

In order to reach active eBay users we had to look no further than the eBay website itself. With a captive audience of 41m unique visitors per month, we took the opportunity to share 6 inspiring stories of eBay buyers, sellers, and non-profits. The message was spread further with social media via Facebook and Twitter. Elsewhere online we supported the Thanks You campaign with a high-impact takeover of the New York Times and promoted placements on YouTube.

By the end of the campaign, people began to see eBay not only as the world’s largest online marketplace, but also as rich community of dreamers, darers and doers. The eBay Thanks You mini-documentaries received over 1MM total views and increased the overall subscribers to the eBay YouTube Brand page by 128%. The campaign drove nearly 10,000 social mentions with 90% of all mentions positive and the rest neutral vs. 16% positive for overall eBay sentiment prior to the campaign. Social engagement included over 6,000 user generated eBay stories via Twitter.