Best Buy, eBay roll out omnichannel holiday campaigns
‘Tis the season for holiday ads at two leading retailers.
Best Buy and eBay are both unveiling holiday advertising campaigns that will be accessible across a variety of channels. Following are highlights from each retailer’s seasonal promotion:
Best Buy
The consumer electronics giant’s new holiday ad campaign features "Gram," its "spokeshologram" who has previously been featured in the chain’s back-to-school and football season ads.
[READ MORE: Best Buy’s new strategy includes AI, holograms, reimagined stores and more]
Gram is starring in three spots that will be broadcast across linear TV, streaming, digital and social media platforms. And for the first time, these spots will run in some major theater chains across the country, including AMC Theatres, Regal Cinemas and more.
The ads include "Perfect Gift," about how customers can find presents suited to specific recipients at Best Buy; "Dessert," about how home technology makes hosting easier and leaves more time to plan desserts and meals; and "Doorbusters," about Best Buy’s weekly omnichannel doorbuster holiday deals.
"We know the moments that matter the most to our customers during the holidays is time together with their loved ones, the joy of gifting and the amazing deals that make it all possible," said Jennie Weber, chief marketing and design officer at Best Buy. "This is Gram’s first holiday season and he’s ready to show shoppers how technology can elevate those important moments in really extraordinary ways across our holiday campaign and inspire with what’s possible."
eBay
In an email to Chain Store Age, eBay announced its first global brand campaign in nearly a decade: 'Things.People.Love.' The campaign is designed to answer the question 'why eBay?' and shows how eBay supports buying and selling all kinds of things – from motor parts to vintage luxury to rare collectibles.
Creator and influencer Emma Chamberlain is among the celebrities eBay has recruited to share their personal stories, with a 15-second promotional spot airing from Tuesday, Nov. 5, 2024 across linear and digital platforms highlighting vintage handbags.
Other influencers who will be featured in eBay promotional spots include designer Nicole McLaughlin and celebrity fashion stylist Maeve Reilly. The campaign, developed in partnership with JOAN, includes dedicated assets across the categories of fashion, motors and collectibles, which appear across out-of-home, TV, digital and social feeds worldwide.
A forthcoming spot that convenes all of these categories will begin running later in November 2024.
"Things.People.Love. is the latest major marker in eBay’s commitment to modernize the brand and engage our customers in a way that truly resonates," said Emily O’Hara, eBay global head of brand. "With this global brand campaign, we are reigniting the connection with eBay as the home for passions, setting the stage for our continued evolution as a global leader in e-commerce."
Things.People.Love launches the week of Nov. 5, 2024 in the U.S. and Germany, and mid-November in the U.K.
