To drive awareness of eBay’s sneakers offering we did something unheard of in the current resale economy—actually celebrate sneakerheads for choosing to wear their sneakers.

We opened up the Wear ‘Em Out Store on Fairfax Ave in Los Angeles during Memorial Day Weekend with lines around the block every single day. Attendees were rewarded with discounts on highly-coveted shoes up to 70% resale value if they chose to undeadstock their select pair and wear them out of the store. This experience highlighted eBay’s unique value proposition that allows customers to sell, buy, and authenticate both new and pre-owned sneakers, unlike their competitors.

I developed the campaign plan, messaging hierarchy, and rollout across social, out-of-home, influencer, earned, and celebrity talent.

The campaign surpassed social performance benchmarks by more than 100% and earned 741M impressions across our key channels. We received more than 37+ unique article placements, including Creativity Editors Pick in Ad Age.

Awards: London International Awards (Gold: Ambient Activation—Creativity in Commerce, Gold:Ambient & Activation—Fashion & Accessories, and Silver: Creativity in PR—Fashion & Accessories)