The Sauce – 07/05/2024

Welcome to ‘The Sauce’ – your weekly dollop of marketing news.

By Ashleigh Morris, our Content and Comms Lead.

Welcome to ‘The Sauce’ – your dollop of marketing news from the past week.

This week we’re talking about eBay’s latest ad campaign, Bumble creating a buzz with their rebrand, and a new integrated campaign from Checkatrade.

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eBay Launches New Campaign Promoting Free Selling

Ever experienced that feeling of having a wardrobe full of clothes but nothing to wear? Who hasn’t?!

It’s this feeling that eBay has tapped into with its latest ad campaign, which shows the dilemma of having ‘nothing to wear’. The campaign consists of a number of short, snappy video ads designed to inspire consumers to sell their unwanted clothes on eBay, as well as pick up their next pre-loved bargain.

We love to talk about research-based marketing, and this is a perfect example. As well as tapping into the consumer need around having nothing to wear, research by eBay found that 70% of the UK population wear half or less of their clothes regularly, yet only 25% actually sell their unworn clothing.

The new campaign ticks all the boxes – it addresses a genuine consumer need, provides a solution from eBay, and also promotes their latest service (users can now buy and sell their clothes for free). It also underlines eBay’s longstanding commitment to circular fashion, which it has demonstrated to good effect via its partnership with Love Island.

The new campaign ticks all the boxes – it addresses a genuine consumer need…

Bumble Creates a Buzz With Rebrand

Bumble has created a buzz with its latest marketing campaign as part of its brand relaunch.

The dating app wiped its Instagram account to start afresh, with a range of posts teasing its relaunch for a few days.

The posts centred around the ethos that ‘Dating needs a wake-up call’, featuring posts of ‘exhausted’ Victorian and modern women, before kicking off the new campaign with ‘We’ve changed so you don’t have to’.

The campaign aims to highlight what is perhaps the biggest change to the platform since its launch. Founder Whitney Wolfe Herd created Bumble to put women in control of the situation and they had to make the first move. Now the brand has created a new feature ‘Opening Moves’ which enables women to select from a series of questions to reduce the pressure of making the first move.

But while the campaign hit the mark and won praise, users were less impressed with the changes to the app, calling them ‘lackluster’ and ‘a letdown’.

Sapna Bagha, our social media expert, said, “Bumble’s marketing team smashed it with this new campaign! It really got people talking, and as a result expectations were high. Sadly, due to the hype users were left disappointed. It underlines the importance of marketing teams working together with sales and product teams to ensure alignment across the business and set consumer expectations. This is such a waste of a fantastic marketing campaign from the Bumble team.”

Your move, Bumble.

Bumble’s marketing team smashed it with this new campaign! It really got people talking, and as a result expectations were high. Sadly, due to the hype users were left disappointed.

Checkatrade Launches Integrated Ad Campaign

Online trade directory Checkatrade has launched a new ad campaign which aims to provide peace of mind for consumers.

The integrated campaign will feature on out-of-home billboards, social media and radio throughout the summer.

Created by London agency St. Luke’s, the campaign is targeted towards those carrying out home improvement projects, and aims to position Checkatrade as a trusted partner.

With catchy slogans such as ‘Live lofty dreams’ and ‘Live, love, bath’, the campaign aims to catch attention with humour, while also demonstrating Checkatrade’s USP – ensuring peace of mind by carrying out its own checks, and by guaranteeing jobs up to £1,000 when booked through their website.

Our strategy expert James said, “In the current market, consumers are naturally more risk-averse so we’re seeing consumers taking a cautious approach to high-cost projects. Consumers are doing more research and being more diligent with their purchases. By focusing on this consumer-need for peace of mind, and their own USPs, Checkatrade has positioned itself as a brand consumers can trust.” 

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You can check out previous editions of ‘The Sauce’ here. 

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