eBay for Charity Germany

eBay for Charity is part of the regular eBay marketplace and makes it easy for people to support important causes worldwide. On November 19, 2019, eBay announced that the program had raised over $1 billion worldwide for charities around the world.   With the goal of being the world’s leading charity platform, the program offers charitable organizations the opportunity to raise awareness of their causes and inspires people to do good in a variety of ways.

Celebrity-/Influencer campaign for the 20th birthday of eBay.de

Since 2013 we have been supporting “eBay for Charity” with the acquisition, implementation and program coordination of charity auction campaigns. In addition to strategic project planning, we use internal and external communication measures to increase the reach of prominent auctions and also place speakers at relevant exhibitions and conferences. For the 20th anniversary of eBay.de we were commissioned with the planning and implementation of two media-relevant celebrity and influencer campaigns to increase the external perception of the program.
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Mission

For the 20th anniversary of eBay.de in the summer of 2019, it was our goal to generate charitable donations through appropriate partnerships and media-focused communication. As a full-service agency, we received the order of planning and implementing appropriate campaigns with a wide reach.
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Realisation

We have planned the implementation of two celebrity and influencer campaigns with a high reach. Together with the YouTuber creators Heiko and Roman Lochmann, also known as “Die Lochis”, we auctioned exclusive fan packages with tour tickets including Meet & Greets. In addition, another 20 celebrities from the entertainment, showbiz, fashion and sports industry auctioned personal items their fans. We could win the charity “Ein Herz für Kinder” as our partner, to which 100% of the proceeds have been donated.
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Evaluation

By working with celebrities and influencers, eBay for Charity has achieved a reach of about 11.8 million contacts through the online followers of the stars on Instagram and YouTube only. In addition, we were able to pitch several stories about the auctions which were published on Bild.de. National public TV channel Das Erste also reported on the charity auctions in its lifestyle magazine Brisant. Also our partner “Ein Herz für Kinder” (A Heart for Children) attracted further attention by using online banners on their website and publishing stories about the auctions.

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