Putting Purpose to the Test

When the pandemic hit and businesses closed, eBay's 25-year purpose - to empower economic opportunity - became the springboard for its most vital campaign ever. Within weeks the company launched a marketing initiative in support of brands and business everywhere. This fireside chat will take a firsthand look at how the e-commerce giant channeled 'purpose' to rapidly respond to the market with creativity, relevancy and authenticity, and why alignment between purpose and opportunity is a brand's greatest asset.