eBay's Born a Sneakerhead
@ebaysneakers wants you to rep sneakers from your birth year
in Born A Sneakerhead TikTok Campaign
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Gen Z sneakerheads currently look to platforms like StockX and GOAT to buy grails over going to eBay. So how can eBay get Gen Z sneakerhead’s attention? With the help of TikTok influencers, we created a campaign that inspires Gen Z to explore endless inventory. Everyone has a birth year sneaker. Cop yours on eBay.
Webby 2024 People’s Choice Winner | Shorty 2024 Winner
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Agency: The Many | CD AD: Me | CD CW: Nate Totten | GCD: AJ Rivvers | AD: Katie Braverman | CW: Juan Delgado
The Case Study
First we created illustrations.
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We created an art direction that captured each year’s sneaker and cultural personality with the style of stickers.
By hiring 3 illustrators with complimentary but unique styles, we designed a look and feel that is both captivating and flexible working across multiple assets.
Next we built an eBay collection webpage.
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We worked with the eBay team to create a microsite on their platform that allows fans to shop the best sneakers by specific years.
Then we promoted it to Gen Z through
a few TikTok Sneakerhead Influencers.
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We tapped into sneaker culture and partnered with five different Gen Z influencers to share the Born A Sneakerhead campaign and which sneakers they copped for their birth year.
We also created promotional assets across channels
to drive even more awareness.
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From Instagram polls to paid Meta carousels, we gained even more engagement with a cross-channel strategy.
