The Objective
How does a classic e-commerce giant get love from the next generation of sneakerheads? eBay’s marketplaces are a key destination for sourcing popular and rare sneakers, but the brand wanted to drive awareness on TikTok with a younger audience and get them to see eBay as the go-to for their coveted kicks.
The Solution
The brand worked with their agency partner and TikTok to develop a campaign that celebrates the deep connections between sneaker culture, music and dance. eBay launched a Branded Hashtag Challenge that leveraged a custom song the brand commissioned featuring the lyrics, “got my sneaks on eBay.” #LaceEmUp invited the community to lace up in their favorite sneakers and show off their unique dance moves. The brand partnered with a diverse group of eight popular creators and choreographers to kick off the challenge with their own unique dances, using in-app transition features to add creative flair to their sneaker changes. eBay leveraged the TikToks from the creators for In-Feed Ads to amplify their reach, and replied directly to comments from people who expressed love for the sneakers and the brand.
The Results
The challenge inspired over half a million people to join in and create TikToks. The campaign videos saw positive user sentiment, with people expressing fandom in the comments for the creators and mentioning eBay as the place they’d buy sneakers in the future. The campaign made a big impression, gaining a massive young audience of fans talking all about their sneaker marketplace.
