Are you ready to discover the key to eBay’s most unique retail achievement? Hold on tight as we take you on a journey through eBay Plus Weekend. This digital retail event celebrating eBay’s membership program is like a Black Friday sale taken to the extreme. Live for 8 days across multiple channels, Plus Weekend succeeded in its purpose to drive traffic to eBay and grow eBay Plus memberships in an unprecedented way.

But wait, there’s more! The attention wasn’t only on enticing new members, we also wanted to ensure the current ones were reminded of the great value their membership brings them. This meant Plus Weekend had to be an event that was tailored to the interests of existing eBay Plus members, keeping them engaged and excited.

The idea behind Plus Weekend was to create an annual retail event for their paid membership program that would simultaneously drive traffic to the website, build awareness of eBay Plus and boost sign-ups. Plus Weekend isn’t simply a sale, it’s a unique online calendar event; a true celebration of what eBay Plus has to offer.

What sets Plus Weekend apart from standard online retail events is the extensive research and planning that went into sourcing the 170 exclusive deals from eBay sellers. This massive feat ensured that the featured deals were relevant to the interests of both existing and prospective eBay Plus members. There were 8 days of exclusive deals, all the cream of the crop handpicked based on the hottest and most in-demand macro trends. Members were treated to the best prices in the market on items they actually wanted, making the event even more irresistible.

Every aspect of Plus Weekend was carefully thought out and executed with precision. We had the huge task to build awareness, drive customers to eBay, and increase membership sign-ups for eBay Plus while celebrating current members. To make this happen we:

- Targeted both existing members and non-members with tailored content. We showcased the value of an eBay Plus membership and reminded current members of what they can get, while making the sign-up process as simple and streamlined as possible for non-members.

- Sourced and curated 170 eBay Plus-exclusive to drive engagement, acquisition and retention.

- Made it easy for users to sign up for membership by providing multiple touch points targeted throughout the customer journey. This included push notifications, social media, targeted emails and onsite banners, all designed to entice non-members with relevant deals and encourage them to join eBay Plus.

This 8-day digital celebration had support across a range of channels, including paid media, eBay partner networks, radio and an impressive presence on eBay-owned channels. We developed the look and feel of the campaign, as well as the owned channel customer journey.

The look and feel was designed to be eye-catching, with a fresh colour palette that screamed eBay Plus. The best of Plus Weekend was on display, with key aspects such as exclusive deals and the best prices being highlighted.

We manually sourced 170 deals from eBay sellers. The selection criteria were strict, deals needed to be desirable and available at best-in-market prices. Once deals were chosen, they were contracted, designed and built into the customer journey experience on eBay. Our approach was dynamic and changing during the campaign to yield the best results. We stayed agile, optimising the deals on offer based on campaign data.

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- 18,647 new eBay Plus subscribers (+9% on target)

- $9m GMV (eBay sales)

- 15,000 units of hero deals sold through

- 9.8m impressions over a 7-day period across YouTube, BVOD and TikTok