The campaign

Create a journey worthy of an iconic global brand

We gave eBay an online tone of voice that reflected its brand values, and shortened and simplified its customer journey. To ensure a smooth execution, we trained teams across Europe, developed a practical quality assessment system, and embedded senior writers in-house – improving communications for the long term.

The results

Superior communications

The project enabled eBay content teams to deliver more consistent and engaging customer journeys.

More engagement

Better user engagement and satisfaction across business sectors.

Less duplication

Streamlined communications and reduced content across high-volume parts of the site, including FAQs and customer self help.

Consistent voice

More effective content through the right voice, established writing standards, and a content quality assurance programme.

The lorries have been invaluable in our drive to improve and monitor the quality of our online content across Europe. From refining the eBay tone of voice to producing copywriting guidelines and a robust quality assessment programme, they’ve provoked debate and added real value – and we’ve had a lot of fun together

Lucie Hyde - ex-Director of Global Content eBay

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