How we put #eBaySneakers on the Map

Markets worked in:

Services Provided:

+ End to End Influencer Management
+ Experiential
+ Production
+ Paid Media Amplification
+ Celebrity Relations
The Brief

To kickstart the launch of eBay Sneakers’ Authenticity Guarantee, positioning the marketplace as a trusted platform for the sneakerhead community to buy and sell sneakers, from box-fresh to pre-loved.

The Approach

We wanted to be seen, well, everywhere –we wanted our approach to be felt by sneakerheads up and down the country through a host of exciting and innovative partnerships, brand activations, and supporting influencers to help make eBay Sneakers famous.

LAUNCHING WITH RELEVANCY

To build trust with the community from the get-go, we partnered with Hypebeast, aligning with some of the UK’s most lauded players in the sneaker community – from OGs like Kish Kash, to innovative flippers like Sam Morgan – the content series showed how eBay’s Authenticity Guarantee could change the sneaker game.

BIG BOLD ACTIVATION

You may have seen us rollin’ round the streets of the UK; London, Leeds, Manchester, Glasgow, and Nottingham. For your sake, we hope you did. We pimped out our very own #eBaySneakers van with live DJs, promotional assets, and our own team of independent authenticators to verify your kicks right there and then.

 

 

DRUMBEAT OF SUPPORTING CONTENT

We pumped out 168 pieces of content between our network of 27 sneakerheads, which spiked attention of our road trip both on and offline, across the map. Our social strat consisted of owned, earned, and paid; leveraging awareness and engagements through PR to make sure our narrative landed with the right crowd. Onsite assets were another massive piece of this puzzle; partnering with social illustrators, graphic designers, and even on-site staff to promote and maintain the #eBaySneakers buzz.

THE BIG CELEB PARTNERSHIP

We didn’t stop there — We linked up with the Kurupt FM crew in a 5-month partnership to bring you the freshest sneaker series around.  Sourced, filmed, and edited by us; basically, end-to-end Connects content — you can’t go wrong!

These deliverables are a 2-part content series across YouTube, Instagram, media interviews, and paid social ads. As if that isn’t more than enough crep content for you, we’ve got so much more to come. You best keep an eye out…

The Results

In a word: success. Our campaign brought #eBaySneakers to life in an authentic and original way. We highlighted the marketplace as a trusted go-to for sneakerheads, and amplified this message through social content and kick-ass live activations, which averaged a strong CPE of £0.06.

15% ER
1.8M IMPRESSIONS
1.7M REACH
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