The first step was to prioritize titles, categorizing owned titles into three main categories based on social audience size, content performance, and revenue earned. This allowed the team to focus on the top and middle performing titles which showed the most promise.
- Top-performers: Popular titles that had large audiences who were actively engaging with shared content and continuously drove high volumes of revenue.
- Middle-performers: Titles with medium-sized social followings that were currently dormant, but showed signs of life.
- Low-performers: Dormant titles with weak social followings that had been dormant social channels for long periods of time.
Content Creation matrix
After identifying the titles which would yield the largest impact, we developed a content creation matrix that could be deployed across all high-priority titles to streamline the process and ensure each piece of content was providing the most value.
This workflow was centered around four main considerations:
- First, identifying a relevant cultural moment.
- Second, correlating the cultural moment to a relevant Fox property.
- Third, leveraging a powerful social platform.
- Fourth, identifying KPIs.
In the ultra competitive sneaker resell market, eBay was losing brand recognition amongst Millennials and Gen Z consumers who favored competing resell brands such as StockX and GOAT.
In order to make a statement amongst sneaker heads, we created a social campaign centered around the cultural phenomenon of March Madness and the relevancy of sneakers amongst the basketball community. Tapping into trending social conversation around March Madness, we launched our very own Sneaker Showdown. A social-first campaign designed as a single-elimination bracket competition that gave users an opportunity to vote in a series of head-to-head matchups for their favorite sneaker.
With the promise of a large discount for the winning shoe, fans were glued to eBay’s social media channels each round to cast their votes.