27 March 2018
eBay UK has joined with Time Inc. UK, tbseen.com and Netmums to create a content marketing programme aimed at busy mums and featuring some of the nation’s favourite celebrities and editors. The partnership will deliver a series of videos and articles around lifestyle and fashion trends and topics for eBay’s platform and media channels.
The partnership sees celebrities from tbseen.com including Kate Thornton, Kimberley Walsh, Heidi Range, Angela Griffin and Lisa Faulkner sharing their stories on topics such as ‘Getting date night ready’ and ‘The style rules’. The celebrities will also appear with Time Inc. UK’s fashion experts in short videos for social amplification. These videos will cover topics such as the ‘Sports bra bounce test’ to ‘Transforming the Little Black Dress.’ Netmums will bring the voice of their mum community to the campaign with articles that draw on their deep understanding of the target audience.
The partnership is part of eBay’s fashion programme and wider strategy to engage women and mums with an enhanced fashion shopping experience. This includes its new Shop the Celebrity Look innovation, which enables consumers to buy related products direct from online images of celebrity influencers.
Mark Stephens, Head of Content Marketing, The Foundry, Time Inc. UK, said: “We are excited to be part of this unique and ground-breaking project which is a fantastic example of The Foundry’s strategic, editorial and production capabilities. The powerful mix of the partnership’s unparalleled audience insight and trusted editorial voice make us a valued eBay partner. We all know great content works best when it is entertaining and useful and that is precisely what this partnership delivers.”
Kate Thornton, Founder of tbseen.com, said: “We are thrilled to be a part of such an innovative, collaborative and strategic partnership. The three partners combined have the ability to deliver a multi-platform conversation to millions of busy women for Ebay, providing a seamless journey from content to purchase.”
Rimi Atwal, Netmums Managing Director, added: “Netmums is delighted to be part of this market-leading content collaboration. Netmums are the mum experts and this partnership leverages our deep understanding and ability to produce quality content with the power to engage busy mums. This, combined with our ability to galvanise parent audiences across digital and social channels delivers unrivalled ROI for our brand partners.”
Murray Lambell, Vice President of Trading, eBay UK, commented: “We want to engage with women across the UK and let them know that eBay can meet their style needs, whether shopping for themselves or their children. This exciting partnership has enabled us to create a platform for relevant and entertaining lifestyle conversations and engaging content, by and for mums.”
eBay Inc. (NASDAQ: EBAY) is a global commerce leader including the Marketplace, StubHub and Classifieds platforms. Collectively, we connect millions of buyers and sellers around the world, empowering people and creating opportunity through Connected Commerce. Founded in 1995 in San Jose, Calif., eBay is one of the world's largest and most vibrant marketplaces for discovering great value and unique selection. In 2017, eBay enabled $88 billion of gross merchandise volume.
For more information about the company and its global portfolio of online brands, visit www.ebayinc.com
About Time Inc. UK
Time Inc. UK is one of the UK’s leading media companies. With more than 50 iconic brands tailored to the passions of its audiences - including Marie Claire, Decanter, Country Life, Horse & Hound, What's on TV, Wallpaper*, Ideal Home and Woman’s Weekly - Time Inc. UK creates content for multiple platforms including print, online, mobile and experiences. As well as a leading portfolio of brands Time Inc. UK also owns; UK Cycling Events (UKCE), the UK’s leading provider of premium cycling events, International Craft & Hobby Fair Limited (ICHF), the UK’s number one craft events business, and Collective UK the leading provider of premium digital creative advertising solutions. Marketforce, Time Inc. UK’s market leading newstrade sales and distribution company supports over 30% of the magazine market helping bring their products to market and optimise their sales.
Engaging with three out of four UK mums, Netmums is the UK’s largest parenting community. Netmums not only attracts millions of unique users onto its site every month, it also commands the UK's largest parent Facebook audience of 1.1 million. Netmums has over 2 million registered members as well as hundreds of thousands of subscribers to Netmums daily and weekly newsletters with Netmums forums generating over 200,000 posts every month. The site’s unique structure combines the most comprehensive national parenting and pregnancy hub and 151 thriving local sites in all regions of the UK, covering the most topical family-focused content on the web. It is also the only UK site to offer a free online Parent Supporter Service (PSS), which provides free one-to-one support for thousands of the UK’s most vulnerable mums annually using a specially trained team of parenting supporters, including Health Visitors and staff from Citizen’s Advice Bureau and Women’s Aid. The PSS extended its user support offering in 2017 by launching Netmums Daily Drop-In Clinics operating every weeknight via the Netmums Forum.
Tbseen.com is the home of smart shopping, which means cashback and exclusive vouchers with every purchase on over 600 household brands. The platform was founded in 2016 by Kate Thornton who realised earning money back every time you shop on the things you’re already buying was a total no-brainer. The site is fronted by a team of well-known friends who come together to work on Branded Content campaigns for some of the many retailers hosted on the site.
For further information, please contact:
Time Inc. UK: Victoria Higham, Tel: 020 3148 5401, Email:firstname.lastname@example.org
For eBay: pressoffice@eBay.com
For Netmums: email@example.com.For Tbseen: firstname.lastname@example.org