Case Study

eBay drives charity donations with an integrated campaign on Twitter

Key Results




The opportunity:

Having previously partnered successfully with Twitter on the Shirts for Heroes charity campaign, @eBay_UK was keen to make the most of the platform’s reach again to showcase the Big Charity Sell, its Q4 2020 fundraising campaign. Specifically, it wanted to ensure customers understood the donation process and eBay’s donation matching, and to drive giving when people list and sell.

The strategy:

Raising mass awareness of the Big Charity Sell was a priority for @eBay_UK, so it chose to run a Twitter takeover for 24 hours. This involved running two separate Promoted Trend Spotlight and First View combinations in the UK to make sure that users would encounter the campaign when opening the app. 

To spark interest and explain the donation process, @eBay_UK shared a stirring short video highlighting how users could donate a percentage of their sale on eBay to any one of over 250 charities in the UK. 

To engage its audience further, it also ran Carousel Ads to showcase the campaign’s key messages, varying the accompanying copy to boost engagement. 

Realising that Twitter’s new Curated Categories for Amplify Pre-roll could help it reach users particularly likely to be motivated to act by the campaign, @eBay_UK also chose to run fun pre-roll featuring celebrity fan Vogue Williams against premium content aimed at football fans and users interested in lifestyle topics.

  • Retail
  • United Kingdom


Lead the conversation with Twitter Takeover.

@eBay_UK ran two separate Promoted Trend Spotlight and First View campaigns to drive mass awareness and, with that, became the second-ever UK advertiser to see 30M impressions in 24 hours.




Tell a strong story with Carousel Ads

@eBay_UK harnessed the power of Carousel Ads, using four eye-catching images paired with pithy copy to explain the Big Charity Sell campaign concept.




Reach a relevant audience with Curated Categories.

With Amplify Pre-roll aligned to Twitter’s Curated Categories of Footy Fans and Lifestyle, @eBay_UK was able to ensure its campaign reached users interested in relevant content from premium publishers.



This lively, integrated campaign was a soaraway success for @eBay_UK. Its high-impact Twitter Takeover achieved more than 30M impressions in 24 hours by ensuring those in the target audience encountered the Big Charity Sell when they opened the app. 

Overall, the campaign garnered 46.5M impressions and raised £600,000. It also marked the first time @eBay_UK used Carousel Ads. These resulted in a 25% increase in click-throughs compared with its static creative.

eBay UK decided to focus its holiday campaign on charitable donations, and Twitter helped make it happen. We achieved a very strong video view rate — 15% higher than the UK benchmark. We continue to use Carousel Ads on Twitter since this campaign and achieve strong click-through rates.

Solutions Used

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