EBAY X TIKTOK
Since joining the Edelman eBay account in February 2020, I have been leading the brand’s efforts on TikTok. When I inherited the account, the channel lacked a long-term game plan, and was often an afterthought. I sold in the agency’s first-ever Social Channel Strategy scope with the eBay team and subsequently developed a guidebook for the platform and a content strategy. Working with my TikTok partners, I’ve also launched two campaigns with ad beta’s that garnered platform case studies, including a global first opportunity.
Native platform creators are at the heart of my work on TikTok. By tapping the right network of creators across eBay’s business verticals and putting full trust in them, the channel’s audience and views have more than doubled in my tenure. With a focus on entertaining and educational content, the brand is regularly lauded in the comments by users who “can’t believe they watched a whole ad” or “didn’t realize this was an ad.”
Evergreen Content
@ebay Love when a joke turns into reality 🤩 Hit us up for all your AF1 needs #sneakers #airforce1 #nike #ebaysneakers
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@ebay Buying or selling Pokémon cards? @cyrilroypalmer shows how our new image detection feature makes it easier than ever to shop trading cards #pokemon
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@ebay It’s the little things, right @Steve Aoki? #tradingcards
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@ebay When you just have to do it 😩 Better hurry and stitch your own #tellmeyoureasneakerhead #tellmewithouttellingme
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@ebay @ralphromeo_ is really out here testing fate 👀 #jordans #sneakerhead
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@ebay BRB, adding everything on @Gabby Sage Masuda’s wishlist to our 🛒 #christmaswishlist #fashiontiktok
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Global-First Interactive Gesture Campaign
We collaborated with TikTok to craft an interactive, creator-led campaign that flexed the brand's position as a leading sneaker-purchasing destination. The content features prominent sneakerhead creators Dresden, Dakota, and Ariana Peters — better known as Chicks With Kicks — and the first-to-market use of TikTok's Interactive Gesture Ad, executed as two custom In-Feed Videos with distinct interactive gesture features.
The efforts resulted in a 70.4% CTR Lift and 1.5x above benchmark average watch time.
VOTING STICKERS BETA
@ebay And then there were 4... Cast your vote now to help decide which sneaker could get a huge price drop ##SneakerShowdown
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When eBay wanted to bring their March Madness-style Sneaker Showdown campaign to TikTok, we knew we had to go above and beyond, lifting and shifting assets from other platforms. We worked with TikTok to leverage the brand new Voting Stickers as a way to drive maximum engagement with the new polling feature. The #SneakerShowdown put some of the most in-demand sneakers head-to-head in a bracket-style, community-driven competition. Users voted between the competing shoes in a series of polls to crown the top sneaker. The showdown culminated with a price drop on eBay for users to purchase the winning shoe.
Th efforts resulted in 1.2 Million votes and a 54% comment rate lift.