School of Thought


Conversion rates doubled and the cost-per-acquisition dropped by more than a third. Even better, thousands of pets found new homes, in time for the holidays. 

On December 2nd, eBay Classifieds came to us with an urgent ask: help them dramatically improve listings and sales—in time for the holidays.

Given Craigslist’s dominance in the space, we knew that this was going to be a heavy lift. Our solution was to highlight content that isn’t available on Craigslist: rescue animals.

In days, we launched a digital campaign that presented eBay Classifieds as the trusted place to post and adopt local pets.

Just another Christmas miracle here at School of Thought.

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