Online marketplace eBay has unveiled a new global brand campaign for its live shopping platform that aims to position the marketplace as the “antidote to passive scrolling”.

It was created in collaboration with creative agency JOAN and features dedicated assets across fashion, collectables and more.

According to Emily O’Hara, VP of global brand marketing at eBay, the campaign was inspired by what the firm is already seeing on eBay live- sellers sharing their knowledge and buyers engaging in real time.

She adds that there is an environment of “genuine excitement” on the platform, and they wanted to showcase that energy while using it to highlight eBay Live as another method people can use to access the marketplace.

She says: “We wanted a concept that built on eBay’s strength of connecting people with the things they love, while capturing the energy of live commerce where every stream offers something different.

“’Meanwhile on eBay Live’ brings that feeling to life and celebrates the real-time moments that keep shoppers engaged, from interactions with trusted sellers to incredible items and discoveries you won’t find anywhere else.”

O’Hara believes that eBay has long been “the destination of choice” for people who are after community and rare inventory.

She notes: “This campaign highlights the fresh dimension eBay Live brings to that experience by centring real-time interaction, entertainment and community.

“As shopping behaviours and consumer expectations shift, and a growing cohort of users crave those thrilling and highly engaging moments, ‘Meanwhile on eBay Live’ demonstrates how live shopping complements the broader marketplace by offering immersive, social discovery driven by shared interests.”

She highlights that the firm wants audiences to use and view the platform as another way to enjoy what makes eBay different from the rest of the market.

eBay Live “combines the thrill of finding something special with the entertainment of live interaction” and enables its users to connect with sellers.

She says: “As the commerce landscape continues to evolve, eBay Live represents yet another innovative, personalised way of shopping on the marketplace while staying true to what people have always loved about eBay.”

The campaign uses social media to meet digitally engaged audiences where they are at. By tapping into those channels, ebay is able tell “richer” stories about the people who are at the heart of the platform.

She adds that success for the company starts with increasing consumer awareness, before understanding eBay Live and its role within the wider eBay marketplace.

She says: “Alongside traditional campaign metrics, we’ll be closely monitoring eBay Live-specific measures such as viewership and audience engagement to understand how effectively the campaign drives interest in and participation on the platform.”

“eBay has always been about connecting people with the collectibles, fashion and rare items that fuel their passions. ‘Meanwhile on eBay Live’ builds on that foundation by showing how those passions, communities and moments of discovery come to life through live interaction, while remaining rooted in the marketplace customers know and trust.”

A stand out for O’Hara is the people behind the campaign.

She says: “The campaign puts a spotlight on the enthusiasts who make eBay Live what it is, showcasing the knowledge, personality and passion they bring to every interaction. It captures what makes live shopping different,  the conversations and shared moments that happen around discovering that exact item you’ve been looking for.

“Our marketing strategy is focused on helping people find the things they love. ‘Meanwhile on eBay Live’ supports that by spotlighting the sellers, enthusiasts and moments that make the experience unique. It captures the energy of live shopping while reinforcing the discovery and human connection that have long defined eBay.”

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