eBay Holiday “More the Merrier”
Pintester Sweepstakes + Integrated Campaign

Everyone builds a holiday wishlist so their familyknows what to gift. For the 2021 holiday season, eBay tapped into the social pinning culture of Pinterest, where savvy people already go to build their holiday wishlists.

eBay created the first-of-its-kind sweepstakes with the More the Merrier Gift Board — a holiday-themed Pinterest board filled with nearly 100 of the hottest products and fans could pin the items to their own holiday wishlist. Three grand prize winnerswon their entire board worth up to $50k. Plus, we created a few insta-winners who instantly won an item that they pinned. The more the fans pinned, the more chances they had to win (Press Release). 


Entering The Sweepstakes

Users arrived on Pinterest at the More the Merrier Gift Board > They Pinned items from eBay’s Gift Board to their own personal board > They shared their Gift Board > They Won! 

Activating Influencers:

Our strategy targeted three different product categories that eBay offered and consumers were actively searching on Pinterest for the holidays: home decor, children’s toys, and fashion. We matched each category to a Pinterest Influencer to spread the word across social platforms by building their own Pinterest Gift Boards and sharingwith their followers. A few lucky winners even received personalize messages and gifts from the Influencers.


Beyond the Pinterest sweepstakes, we created a digital and paid social campaign acorss Pinterest, FB, and IG. Plus, over a dozen streaming audio ads for Pandora and Spotify. 


Campaign Toolkit:

The Many was also tasked with establishing the look and feel of the holiday campaign, complete with a comprehensive toolkit for partner agencies. The toolkit featured a campaign style guide with a Visual ID for applications such as digital banners, FB, IG, and Pinterest (paid + organic) as well as a Verbal ID with voice, tone, and messaging matrix. 


GCD: Pam Fujimoto
CD // CW: Nate Totten

CD // AD: Aimee Brodbeck

Agency: The Many