Optimizing a communication strategy for Marktplaats
Marktplaats is a Dutch classifieds advertising site owned by eBay. This community was executed to improve a communication campaign aiming at increasing the acceptance of selling new products on Marktplaats (instead of second-hand only).
What did we do?
At the beginning of this 3-week Consumer Consulting Board (also known as online research community), we gained insights into triggers and barriers of 25 users and 25 non-users for buying second-hand and/or new products on Marktplaats. With these insights the advertising agency created communication messages which were directly fine-tuned and tested again on the community.
In the first week it already became clear that the chosen communication focus was not the right one to continue with. Involving the advertising agency directly made that we were able to re-focus instantly. The new communciation approach was then optimized with the help of the community members. The final communication campaign was almost 1 on 1 derived from the research community.