News UK has launched a commercial partnership with eBay to deliver branded content reacting to the news agenda across The Times, The Sun and News UK’s owned digital platforms.
The campaign involves creating and distributing reactive ad copy in print and in line with the day’s news agenda across The Sun and The Times. The content will react to key moments in the run-up to Christmas across both platforms as well as the Fabulous Daily section of The Sun and the technology and sport sections of The Times.
Reactive digital ads and social posts will also be created to run across thetimes.co.uk, thesun.co.uk, Dream Team, talkSPORT and Virgin Radio.
“Christmas is the most important date in our marketing calendar, so it is vital that we make the most of our advertising spend to build relevance and trust in our brand this festive season,” said Rosie Hanley, head of brand marketing at eBay.
“News UK has helped us to access our target audience in an engaging way and cut through with relevant, engaging content.”
David Dumville, head of solutions at The Bridge Studio, News UK added: “This exclusive partnership demonstrates how our insight, data and creativity can come together to create a relatable, diverse campaign.
“It will help bring eBay into the heart of the conversation around Christmas and allow its customers to celebrate the quirks, the nuances, and the little truisms that make our festivities truly unique.”
The content will be based on eBay’s customer data, alongside audience insight from News Corp’s intelligence platform Storyful, and eCommerce data from Skimlinks – which, according to Charlotte Mulan, business director at MediaCom, is key to successfully delivering this campaign.
“Audiences’ shopping habits and conversation drivers learnt through Storyful enable us to create truly relevant and relatable content for eBay,” she said.
The partnership will run from 5 November to 21 December.
