eBay Kleinanzeigen

eBay Kleinanzeigen is a free online classifieds market that brings the joy of sustainable trade to everyone. Users buy and sell on Germany’s No. 1 for classifieds mainly second-hand.

In this way they make an active contribution to more sustainability. On average, more than 45 million ads are available in numerous categories – from children’s supplies to electronics and real estate. eBay Kleinanzeigen also offers small and medium-sized businesses the opportunity to present their services online. Around 35 million users per month make eBay Kleinanzeigen one of the most widely used websites in Germany.

 

Data-driven: Media Relations for eBay Kleinanzeigen

Since 2016 pioneer communications supports eBay Kleinanzeigen with media relations. Our team is responsible for all aspects of media relations, including establishing and maintaining contacts and answering incoming press inquiries. Furthermore, the active placement of topics is an important part of our communication activities. One of the ways we do this is through data PR: We identify informative and entertaining stories behind the more than 45 million ads that are constantly available.

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Mission

Among more than 45 million ads available at the same time on eBay Kleinanzeigen, you can find (almost) everything – from the current iPhone model to a new apartment. This variety of ads brings with it a wide range of data that can be used to tell stories about trading on eBay classifieds or even about individual products. The goal of our communication measures is to make the stories and connections behind this data visible and thus create new communication opportunities.

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Realisation

We use data on supply and demand to create a continuous background noise in reporting. To do this, we analyze ad figures, average prices, popular categories or even specific products. We make current developments – for example in online commerce – tangible by showing users how much their current smartphone is still worth when a new model is released. We link seasonal topics with the available platform data: for example, with a “shared room rent index” at the start of the new university semester or with an evaluation of the average prices for vacation homes during the vacation season. We also draw on external data to support this process. With ad-hoc surveys we place eBay Kleinanzeigen in current discussions. We take care of the conception and implementation of the individual measures and coordinate them with the customer. Intensive monitoring of the reporting ensures that we always have the relevant topics in view and can react quickly with suitable measures.

Wir verknüpfen saisonale Themen mit den verfügbaren Plattformdaten: etwa mit einem WG-Zimmer-Mietspiegel zum Start des neuen Hochschul-Semesters oder mit einer Auswertung der Durchschnittspreise für Ferienwohnungen zur Urlaubssaison. Unterstützend greifen wir dabei auch auf externe Daten zurück. Mit Ad-hoc-Umfragen platzieren wir eBay Kleinanzeigen in aktuellen Diskussionen. Dabei kümmern wir uns um die Konzeption und Durchführung der einzelnen Maßnahmen und stimmen diese mit dem Kunden ab.

Ein intensives Monitoring der Berichterstattung stellt sicher, dass wir die relevanten Themen stets im Blick haben und schnell mit geeigneten Maßnahmen reagieren können.

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Evaluation

With our data-driven PR measures, we were able to place eBay Kleinanzeigen in the media with recurring success right from the start. We have built up strong relationships with relevant journalists from media with a wide reach and are continuously expanding our circle of contacts. In addition to regular theme placements, our activities for the tenth anniversary of eBay Kleinanzeigen in 2019 and the communication for the launch of a new payment function also achieved a wide reach in German-language media.

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