eBay: Microplace

On the heels of the successful model pioneered by Muhammad Yunnus and the Grameen Bank, eBay entered the emerging microlending space in 2008. Incite was retained in the firm’s 2nd year to develop a brand strategy to help Microplace differentiate from the leading brand, Kiva.org, and to more effectively motivate people to join the growing ranks of microlenders. 

The engagement resulted in a strategy that positioned Microplace as a brand that represents what unifies all people – our Shared Humanity. This core idea became central to all key messages and communications, reminding consumers that inside we’re all the same. And that what separates us is simply resources and opportunity.

Microplace became the connector, seeking to inspire an army of individuals to take action and create opportunity and hope for others.