Creating an industry-defining brand
An important aspect of our brand building efforts at StubHub was delivering a consistent, compelling, differentiated message to the market - at scale. With breakthrough creative and a smart, integrated mix aimed squarely at our target audience, and partnerships with industry leaders like ESPN, Rolling Stone, Pandora, MLB, and more, we more than doubled direct traffic, tripled core brand metrics (Awareness, Understanding, Consideration, and Purchase Intent), and grew our topline from $500M/yr to $3.2B/yr. All while delivering >5% marketing efficiency year after year.
Making dreams come true
Our first full-scale integrated marketing campaigns focused on the core benefit that StubHub unlocked for every fan - the opportunity to live their dreams with seats they never thought possible to events they absolutely HAD to attend. This was our first step in taking StubHub from being a functional brand - built on the back of its unique inventory and access - to an aspirational brand that could delight and amaze any fan.
Meet the Ticket Oak
With a clear insight in hand - the fact that people felt like ticketing was a black box and NO ONE was on their side when it came to seeing their favorite artists or teams - we set out to become that needed friend. Enter Ticket Oak - a 30-foot tall talking tree who helped us set revenue and direct traffic records month after month, ultimately leading to nearly 70% market share and a clear position as THE go-to site for tickets. He even made a live appearance to launch our rewards program, and has since been inducted into the National Advertising Mascot Hall of Fame, as well as appearing as an answer clue on Jeopardy.
