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eBay Kleinanzeigen

Data-driven: Public relations for eBay Kleinanzeigen

 

Since 2016, pioneer communications has supported eBay Kleinanzeigen with its public relations. Our team is responsible for every aspect of media relations and our services range from establishing and maintaining contacts to responding to press enquiries. Actively placing topics represents a further key element of our communication support. Utilising tools such as Data PR, we identify the informative and entertaining stories from among the more than 45 million ads which are constantly available.

Task

With over 45 million simultaneously available classifieds, eBay Kleinanzeigen offers (almost) everything, ranging from the latest iPhone model to a new apartment. This classified ads diversity generates a vast spectrum of data that we can then draw on to tell stories about trading via eBay Kleinanzeigen and even about the individual products themselves. Accordingly, our communication activities aim to reveal the stories and contexts behind this data. In the process, we create new opportunities for communication and generate additional media coverage.

Implementation

We utilise the supply and demand data to create a continuous underlying flow of communication. By analysing the classified ad statistics, average prices, popular categories and even specific products, we tangibly portray current developments in areas such as online trading. For example, by showing users much their current smartphone is still worth when a new model is released. In addition, we link seasonal topics with the available platform data. Examples here include the shared accommodation rent index at the start of the new university semester or analyses of the average prices for holiday apartments at the beginning of the holiday season. We also enrich this with external data, utilising ad hoc surveys to position eBay Kleinanzeigen in current discussions. As part of this process, we develop the concepts and implement the specific measures in coordination with eBay Kleinanzeigen. We keep a constant eye on all relevant issues by intensively monitoring the media coverage, ensuring that we are always in a position to react rapidly and with the right responses.

Result

Our data-driven PR measures enabled us to repeatedly and successfully position eBay Kleinanzeigen in the media right from the outset. Over the course of time, we have developed enduring relationships with relevant journalists from high-coverage media even as we continue to expand our contacts. In addition to regularly positioning topics, our activities as part of the tenth anniversary of eBay Kleinanzeigen in 2019 and the communication at the launch of a new payment function also successfully generated extensive coverage in German-language media. Overall, our public relations support for eBay Kleinanzeigen achieves a monthly reach of 84 million contacts via online, print and TV publications.
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Around 1 billion

reader contacts per year
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Roughly 84 million

reach per month via online, print and TV publications
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Approximately 37 million

unique eBay Kleinanzeigen users

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