EVERYTHING BUT THE HOUSE
SUSAN LUCCI SALE: Case Study - sPRING 2017
Award-winning actress Susan Lucci approached EBTH to sell items from her storied career. This campaign called for two social media spots, and an interview for the front page of the website.
The idea behind the featured interview was to tell stories about the various dresses and furniture. The history of the items was important to Susan, so relaying her passion to the audience was instrumental in selling to bidders. Susan is also a spokesperson for united cerebral palsy of New York. She plans to donate some of the proceeds to the organization. Taking this approach emphasizes her significant humanitarian contributions and tells the audience that the sale is for something good.
The first social media spot advertised the process of winning a sweepstakes to meet Susan in New York City. In this video, Susan talks about what her fans mean to her. For us, this was more effective than simply listing the rules of entry. The cut consisted of quick shots of Times-Square, overlain text, and pieces of her interview. The result was a fast-punching promo to get bidders excited. The other spot was a short slideshow that featured some of the notable items in Susan's sale - giving EBTH's Instagram followers a simple visualization of the cool items in store.
The campaign made the sale feel like a living subject. Bidders were connected through social media and the website. The audience could learn anecdotes about Susan and her career, and were given the opportunity to meet her in person. This was helpful in immersing the buyers in a fascinating story with an even more fascinating person.
TONY MOORE SALE: Case Study - summer 2016
EBTH is an online estate sale service that helps clients auction their items to buyers across the country.
EBTH needed four different spots to promote an estate sale with walking dead comic book artist, Tony Moore.
Selling items can be tough, especially when dealing with original art. We approached this campaign with sensitivity and the desire to represent Tony not just as a seller, but as an artist. In this way, potential buyers witnessed Mr. Moore's intimate connection with comic books, giving the sale the heart it needed to make an impact on bidders.
EBTH saw success in the sale, with the most prestigious item - the first issue and first print of the walking dead comic - selling for over $5,000.00.
