eBay’s IT is Now Shop Vicctoriously

 BRANDWEEK

 

“Shop victoriously” is eBay’s new mantra. As the holidays approach, the Web’s No. 1 retail site (with roughly 80 million unique visitors a month, per ComScore Media Metrix, Reston, Va.) is looking to drive home its new winning message. A massive marketing blitz, created by BBDO, New York, will proclaim “It’s better when you win it!”

The auction site, which has 241 million registered users, spent the past two years telling consumers that you can buy “It” at eBay. “It” could be anything from a handbag to a car to a collectible. The idea was to change people’s perception of the site from “this is a place you go to buy quirky stuff” to “this a place where you go to buy all of your stuff,” according to Kevin McSpadden, senior director of brand marketing for eBay, San Jose, Calif.