eBay sneakers had lost authority and share of voice. We needed to increase its market share, as well as build brand awareness, love and engagement by reasserting eBay as an authority in this sector.​

Against a backdrop of encroaching competitors and flippers gorging the price of the sneaker resell market, eBay wanted to win back the real fans. ​

Using peer-to-peer advocacy and experiential activations to connect eBay with real sneakerheads online and in-person.​

We were the lead agency on the ‘OG Drops’ campaign, which let real sneakerheads buy iconic kicks at their original retail price – not the inflated cost pumped up by flippers. Over a year of activity, peppered with live events and amplified by creators embedded in the subculture, we brought the community together to shop kicks at an accessible price.​

This campaign brought the sneaker community together in person and achieved huge success versus hard objectives. It also exceeded everyone’s expectations with: 2.6K direct engagements with our activation; 29.7K UGC on campaign content and drew attention from press (including Hypebeast, Business Insider and Metro).