It operates in a binary world, but online classified leader Kijiji Canada is attempting to put a human face on the millions of transactions it facilitates.
The company recently introduced a new online hub called Kijijity (the name is a hybrid of Kijiji and “community”) that profiles users with compelling stories (they are identified on the site as “Kijiji Leaders”) and tells the behind-the-scenes story of some of its funniest listings.
Marc-André Hade, manager of strategic marketing for Kijiji in Toronto, called Kijijity a “content pillar” for the company.
Kijiji recently released a new YouTube video created by Montreal agency CloudRaker called “The Kijiji Cabin.” The 75-second video tells the story of Jeff and Julie Shirley – who left the city of Saskatoon to live a rural life in a log cabin.
Nearly all elements of the Shirley’s cabin, from the land on which it sits, to the logs and its windows and doors – even a tractor, a greenhouse and the family dog Daisy – were purchased or found via Kijiji.
“It’s really about celebrating our users,” said Hade. “We are the middleman between buyers and sellers, so it’s really about human transaction.”
With an estimated 14 million unique visitors every month, Kijiji transactions have led to countless stories, said Hade. “We want to inspire our users and showcase the great experience that can result from using our site,” he said. “It’s a way for us to expose the human aspect.”
Among the “Behind the Listing” stories featured on the site is that of Montreal resident Marc Michaels, who set out to create an ad that would help his used treadmill stand out in a sea of similar products.
Michaels created a humorous Kijiji ad that informed users he was selling the treadmill because he was lazy and had been duped by the seller, who failed to inform him that running was hard and that he would be out-of-breath and sweaty when he finished. He concluded the ad by noting that his price was firm, “like my butt was supposed to be.”
The listing went viral with more than 25,000 views, with so many people calling to tell Michaels his ad was hilarious he was forced to remove his number from the listing. Others thought the listing was a hoax, forcing Michaels to create a more straightforward ad
Hade said some Kijiji users approach the company with stories about specific transactions, while the company also monitors social media seeking interesting stories.
“When you reach almost 50% of the Canadian internet population, pretty much everyone is using [Kijiji],” said Hade. “Some might appeal to a younger audience and some might appeal to an older audience, but this campaign is really about the role Kijiji can play.”
The earnest approach of stories such as the Kijiji Cabin are a stark contrast to the company’s recent “Kijiji raps” ads, which featured up-and-coming Canadian stars rapping about their experience with the site.
The eight rap videos have amassed more than 2 million views since their debut (“It’s pretty exciting,” said Hade), and are part of an ongoing commitment by the company to create compelling marketing campaigns.
“We want to create advertising content that people actually want to watch and share,” said Hade. “We always want to make our marketing better.”
