eBay needed to overcome business people’s fear, uncertainty and doubt about buying capital equipment and business supplies through eBay. Research showed satisfaction was high among those who were already using it—they saved a bundle on quality equipment and supplies for their businesses. So we created an integrated campaign, including these print ads, that targeted various verticals, featuring satisfied small-business owners recounting their own happy eBay experiences. The campaign was a huge success; it doubled eBay’s business sales from $1 billion to $2 billion in the first year. Soon after, eBay’s business sales reached $5 billion.