We provided eBay with tools to help tell the story internally –
from printed briefing packs and Manager guides, Exec team presentation decks and launch films to site specific campus environmental graphics featuring 'We are...' statements that reinforced the new strategy.
from printed briefing packs and Manager guides, Exec team presentation decks and launch films to site specific campus environmental graphics featuring 'We are...' statements that reinforced the new strategy.
Turning any negative concerns to very positive benefits, we used the separation from PayPal as the perfect opportunity to launch global celebration events with an address from the new CEO and Exec team, live-streamed from eBay's base in San Jose with an audience of employees from eBay offices around the world.
To commemorate the launch and global events, we designed an interactive magazine using the software 3D Issue. To access the ezine online, we created a mobile app and ‘Hub’ which acted as a central gateway for social media also. We created celebrations in 27 countries where eBay has sites and an employee-led Twitter campaign #weareebay that generated hundreds of shared stories internally and went viral externally also.
