P&C designed a campaign to position the eBay experience/marketplace as curated and perfect for all consumers' needs, leveraging the power of its 25th anniversary narrative. To elevate eBay and its offerings, P&C partnered with six tastemakers across Canada to bring their expertise and love of eBay to the forefront of the campaign. The tastemakers included: Tyrone Edwards: Host eTalk, Devin Connell: This is Crumb, Briony Douglas, Visual artist and sneaker enthusiast, Nhu Nguyen: Porsche and Classic Car Mechanic, Amber Mac: Tech Industry Expert and Cary Tauben: Fashion Stylist and Resale Fashion Advocate. The tastemakers were leveraged as official spokespeople for a 360 campaign including promotional marketing materials, social media content and media interviews.

Working with our line-up of chosen Canadian tastemakers, we tasked each of them with sharing their top 25 finds from eBay, creating their own unique, shoppable pages. Through this collaboration, tastemakers brought their expertise to the forefront by identifying top trends, must-have items and insider tips for navigating and finding great pieces on eBay. Tastemakers created custom content incorporating their edits prompted by key brand messaging to help shift consumer perceptions.

The overall program featured a range of products - from aspirational product selects from the tastemakers, to a mix of attainable, everyday and affordable pieces to align with current consumer needs. Given the desire to support local businesses in the Pandemic, the program further pivoted to feature products sold by local Canadian sellers. As eBay has supported the seller community for 25 years, it was a reactive and important decision to feature products by Canadians and align with Canadian shopping demands.