eBay newspaper supplement

s part of Get Safe Online week, eBay decided to produce a supplement for The Independent newspaper to encourage people to use eBay in a safe and successful way.

Business challenge

Their UK market was approaching saturation, so this was part of a broader campaign to encourage new and existing customers to transact more with eBay by reducing fear of online fraud and trading problems.

Articulate services

Working with eBay as a rostered contractor and alongside the company’s PR agency, Articulate produced a detailed content plan for the supplement and identified a number of possible interview candidates. Articulate assigned an experienced business journalist to write the guide and he finished the copy in less than two weeks.

Business benefits

The newspaper supplement appeared at the same time as a broader campaign supported by TV
interviews and an online quiz (also written by Articulate). The supplement itself reached several
hundred thousand readers and it contained practical information and tips to help them transact
more confidently and regularly with eBay.