Kijiji gets moms on board in effort to rise above classified competitors

In a crowded classifieds market led by Craigslist, eBay property Kijiji sought to boost awareness, traffic, and market share.

Client: EBay (San Jose, CA)
PR agency: M Booth & Associates (New York)
Campaign: Kijiji: Baby on Board
Duration: May-July 2009
Budget: $67,500

In a crowded classifieds market led by Craigslist, eBay property Kijiji sought to boost awareness, traffic, and market share. In March, working with AOR M Booth & Associates, it launched an effort to position itself among moms as free, safe, family-friendly, and local.

"When we looked at the metrics, we had a strong following among parents," says Kijiji US GM Martin Herbst. "We thought we could build on that."

Strategy
The plan was to build a group of advocates via a "turn your clutter into cash" program. The team tapped five "declutter experts," such as Gotham Organizers founder Lisa Zaslow, to consult with mommy bloggers.

A national survey to generate cost data on having a child was also conducted, which the team tied back to Kijiji's cost benefits.

Tactics
In May and June, the most popular months for birth, the team leveraged the survey data in outreach to family-oriented social networks, blogs, and media outlets. It also created a Facebook and Twitter sharing function on its site.

"We wanted to generate coverage around a specific time period," says Brad Laney, SVP of online brands at M Booth.

The team also published a blogger-generated list of family-friendly iPhone apps, following the launch of its own iPhone app.

Results
Kijiji appeared in 661 features, including the AP and Family Net TV. In May, site traffic rose from 2.6 to 3.5 million uniques, more than 5% of which were traced back to social networks. The team also generated 51,000 Kijiji iPhone app downloads. And though not a campaign goal, Herbst notes that ad revenue jumped 50% since Q2. Future
Kijiji will continue to work with its experts and pursue more local radio and media opportunities.

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