PURPOSE-DRIVEN PROGRAMS
HEARST | 30 DAYS OF GREEN eBay Partnership
Custom Editorial, Native Advertising, Digital Hub, Sweepstakes, Out-Of-Home, Pop-up Store
An unprecedented multi-channel program across all 15 of its magazine titles, Hearst’s 30 DAYS OF GREEN eBay partnership educated 70 million readers and 100 million online visitors about the green value of “shopping used,” while translating that action into tangible environmental impact
The month-long celebration of sustainable consumption featured original editorial content, tips from eBay’s Style Squad members customized for each title, and the estimated carbon footprints of reusing VS buying new (i.e. choosing a previously-loved leather handbag saves as much energy as a flight from London to Paris).
And for the first 250,000 people who took its Green Team Challenge and pledged to reuse, eBay protected an acre of rainforest through a collaboration with TEAM EARTH, a coalition that translates green shopping into tangible environmental impact.
RESULTS:
20% above VISTA's ad recall norm
83% of readers receiving issue recalled 30 Days of Green
3 IN 5 rated it highly overall
77% planned to take action
46% Described eBay as eco-friendly (vs. 7% not exposed to the section)
