👟 eBay Sneakers “Born A Sneakerhead” 👟
🏆 The Webby Awards - 2023 - Social Campaigns (Fashion/Beauty/Retail) Winner - People’s Voice 🏆
🏆 The Shorty Awards - 2023 - Graphic Design, Gold; Retail/Ecomm, SilveR 🏆
Brief: Get Gen Z sneakerheads to choose eBay over more mobile-forward platforms like StockX and GOAT when buying retro sneakers and grails.
Essentially... target Gen Z on TikTok and Instagram to make eBay cool to a new generation of sneakerheads.
The Idea: Everyone has a birth sneaker — your favorite shoe from your birth year — and you can cop yours on eBay and show why you were “Born A Sneakerhead.”
Influencer Partnerships
We tapped into sneaker culture by partnering with five different Gen Z influencers on TikTok and Instagram.
They shared the campaign with their followers, selecting their birth year sneaker on eBay, and following up with an unboxing video.
Website
We worked side-by-side with eBay’s internal team to create a microsite on their platform. The site curated sneakers into collections by year, from 1995-2005 (Gen Z).
All campaign assets drove to the site, allowing fans to shop the best sneakers by specific birth years.
Custom Illustrations
The site was populated with illustrations that captured the cultural landscape of a given year. We hired three illustrators with complimentary, but unique styles,
to design a vibrant and captivating graphic design system that could work across a multitude of assets.
Results
The launch video alone was viewed 4.7 million times on TikTok within the first week, but it was nothing compared to the 72 million views when all was said and done.
Social Extensions
We leveraged the illustrations to create additional assets for a cross-channel social campaign to drive more awareness and increase engagement.
The assets included extremely popular Instagram Polls that ignited heated debates and comments about the best sneaker from each year.
The Team
Agency: The Many
GCD: AJ Rivvers
Creative Director, CW: Nate Totten | Creative Director, AD: Aimee Brodbeck
Art Director: Katie Braverman | Copywriter: Juan Delgado
Group Strategy Director: Andy Craig | Strategy Director: Ashley Carr | Social Strategist: Allise Witt
Senior Project Manager: Madeline Gali | Producer: Katherine Fraser | Producer: Kaila Mulcahy
Group Account Director: Rediate Tekeste | Brand Account Director: Thaxton Scott
Illustrators: Alejandro Parrilla | Leandro Assis | Lindsey Made This