Having previously partnered successfully with Twitter on the Shirts for Heroes charity campaign, @eBay_UK was keen to make the most of the platform’s reach again to showcase the Big Charity Sell, its Q4 2020 fundraising campaign. Specifically, it wanted to ensure customers understood the donation process and eBay’s donation matching, and to drive giving when people list and sell.
Raising mass awareness of the Big Charity Sell was a priority for @eBay_UK, so it chose to run a Twitter takeover for 24 hours. This involved running two separate Promoted Trend Spotlight and First View combinations in the UK to make sure that users would encounter the campaign when opening the app.
To spark interest and explain the donation process, @eBay_UK shared a stirring short video highlighting how users could donate a percentage of their sale on eBay to any one of over 250 charities in the UK.
To engage its audience further, it also ran Carousel Ads to showcase the campaign’s key messages, varying the accompanying copy to boost engagement.
Realising that Twitter’s new Curated Categories for Amplify Pre-roll could help it reach users particularly likely to be motivated to act by the campaign, @eBay_UK also chose to run fun pre-roll featuring celebrity fan Vogue Williams against premium content aimed at football fans and users interested in lifestyle topics.