eBay

The Project

eBay needed product stories for its Trending Page pilot, which used user search results data ranked by the number of search results that needed to be distilled into easy-to-read, digestible daily content.

The Solution

As lead product marketing editor, I analyzed user data, cross-referenced it with current cultural and media trends, and created rotating weekly product stories that explained what the product was, why it was popular, and how customers could incorporate it into their lives. In addition, I created shoppable product collections driven by the stories and data as another touchpoint on the home page that people could easily shop.

Results

Through these trending product stories and search-results-backed collections, this work earned an estimated $250k monthly in sales during the twelve-month pilot program, while also providing learnings for the product marketing team to test and develop stronger iterations of Trending at eBay.