Ebay UK has joined with Time Inc. UK, tbseen.com and Netmums to create a content marketing programme aimed at busy mums and featuring some of the nation’s favourite celebrities and editors. The partnership will deliver a series of videos and articles around lifestyle and fashion trends and topics for eBay’s platform and media channels.
The partnership sees celebrities from tbseen.com sharing their stories on topics such as ‘Getting date night ready’ and ‘The style rules’. The celebrities will also appear with Time Inc. UK’s fashion experts in short videos for social amplification. Netmums will bring the voice of their mum community to the campaign with articles that draw on their deep understanding of the target audience.
The partnership is part of eBay’s fashion programme and wider strategy to engage women and mums with an enhanced fashion shopping experience. This includes its new Shop the Celebrity Look innovation, which enables consumers to buy related products direct from online images of celebrity influencers.
Mark Stephens, head of content marketing, The Foundry, Time Inc. UK, said: “We are excited to be part of this unique and ground-breaking project which is a fantastic example of The Foundry’s strategic, editorial and production capabilities. The powerful mix of the partnership’s unparalleled audience insight and trusted editorial voice make us a valued eBay partner. We all know great content works best when it is entertaining and useful and that is precisely what this partnership delivers.”
Kate Thornton, founder of tbseen.com, said: “We are thrilled to be a part of such an innovative, collaborative and strategic partnership. The three partners combined have the ability to deliver a multi-platform conversation to millions of busy women for Ebay, providing a seamless journey from content to purchase.”
Rimi Atwal, Netmums managing director, added: “Netmums is delighted to be part of this market-leading content collaboration. Netmums are the mum experts and this partnership leverages our deep understanding and ability to produce quality content with the power to engage busy mums. This, combined with our ability to galvanise parent audiences across digital and social channels delivers unrivalled ROI for our brand partners.”
Murray Lambell, vice president of trading, eBay UK, commented: “We want to engage with women across the UK and let them know that eBay can meet their style needs, whether shopping for themselves or their children. This exciting partnership has enabled us to create a platform for relevant and entertaining lifestyle conversations and engaging content, by and for mums.”
Time Inc. UK is a member of FIPP.
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