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MassivelyCase StudiesCase Study – eBay

eBay – Unlock 12 Days of Deals

Overview

eBay Canada partnered with Massively to create a high-engagement holiday experience designed to position eBay as the destination for hidden deals during the peak shopping season. Through a combination of “Send Message” ads, a custom DM chatbot, DM Canvas and Comment-to-Unlock automation, Massively delivered a personalized, insider-style deals journey that boosted engagement, subscriptions, and repeat interaction throughout the 12 Days of Deals event.  Click here to see examples of how we’ve successfully extended social campaigns for Paramount, Harper Collins and eBay.

 

Strategy

1. “Send Message” Campaign to Drive Opt-Ins

Massively built a custom Instagram DM experience and connected it to a Send Message campaign targeting high-intent users. With one tap, users entered a personalized conversation with the eBay Holiday Deals Bot.

2. Comment-to-Unlock Automation

Users could also comment on eBay’s seasonal posts with a designated keyword to instantly receive a DM from the bot—unlocking insider tips and exclusive offers. This created high comment volume, boosting reach and organic distribution.

3. DM-First Holiday Bot Experience

The custom-built chatbot guided users through:

  • Exclusive insider holiday offers
  • A subscription prompt for daily deal drops
  • Teaser messages before each upcoming reveal
  • A browsing flow of additional seasonal deals
  • Return reminders for new offers during the 12-day event

This transformed Instagram DMs into a personalized, VIP deals channel designed to drive both discovery and conversions.

Overview

88%

User who engaged with the bot qualified as “high-intent” by subscribing to receive daily deals.

43%

Users who returned to the experience demonstrating that the bot created an engaging, value-driven daily touchpoint.

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Significant Social Amplification

  • 513 users shared eBay posts through the experience
  • 1,383 comments generated through Comment-to-Unlock triggers
    → Boosting visibility and extending the campaign’s organic reach

Why It Worked

  • Frictionless entry points via both Send Message ads and Comment-to-Unlock
  • Exclusive-feeling “insider deals” messaging that made followers feel special
  • Daily content rhythm created anticipation and repeat interaction
  • DM-first delivery increased engagement vs traditional link-in-bio flows
  • High comment volume boosted Instagram’s algorithmic reach

Conclusion

Massively’s bot-powered holiday campaign helped position eBay Canada as the home of hidden holiday deals with a personalized, conversational experience. The combination of DM automation, exclusive insider content, and comment-to-unlock mechanics generated high subscription rates, strong repeat engagement, and significant social amplification—delivering a scalable, repeatable model for future seasonal promotions.