eBay

Black Friday is retail's loudest moment, every brand competing on the same red banners and "biggest savings ever" claims. For eBay, the goal was to prove that buying refurbished and pre-loved is the smarter choice, not a compromise, and to do it in a way that cut through the noise rather than adding to it.

We turned eBay Live into a full-scale, creator-powered takeover of the Outernet on London's busiest shopping street, a live, shoppable experience streamed straight to the eBay app. 

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AJ Odudu anchored seven hourly livestreams across fashion, tech, collectibles and sports memorabilia, backed by a specialist creator roster (Alfie Steiner, Seema Pankhania, Kyran Nijjar, Peter Crouch, Tasha Ghouri, Nella Rose, Ayame Ponder). Creators shaped their own scripts and captions rather than working to brief, giving Black Friday's biggest moment an authentic, trusted voice instead of another discount shout.

The Superstore didn't just sell, it drew a crowd: 45k live stream viewers, with all seven lives starting on the hour. And it moved offline too, 4k visitors experienced the Superstore in person, staying for an average 19-minute dwell time.