eBay positions itself as the backbone of small businesses
eBay is positioning itself as a champion of the little guy in its latest bid to bring the Amazons of the world down a peg or two.
The David v Goliath positioning sees the online marketplace tout its credentials as the platform of choice for over 300,000 small businesses in Britain with ’There’s a small business for that.’
Highlighting the number and diversity of eBayers, the campaign shines a light on everyone from an icing kit provider to a manufacturer of flat-pack homes to put them in – proving that you don’t have to be an international mega-corporation to reach global markets.
Eve Williams, chief marketing officer of eBay UK, said: “’There’s a small business for that’ is a high-energy celebration of eBay’s ongoing support for the 300,000 small businesses on our marketplace. This campaign is all about sparking joy for our audience while encouraging customers to consider shopping small for their essentials, as well as those unique gems.”
Richard Morgan and Christopher McKee, senior creatives at McCann London, added: “As if we, you, your neighbor Pat and the nation didn’t know, there is a small business for everything (yep, even the kitchen sink) on eBay. From ice packs to a house that comes flat-pack, this idea of inspiring a new way to shop small for all was too good not to shout about. And once you start thinking about the world of possibilities on eBay, it’s kind of infectious. We literally can’t stop.”
Led by a TV spot delivered by Mediacom, the campaign builds on eBay’s ’Small Business Shopfronts’ push.