As sneaker culture has accelerated into the mainstream, reselling has turned sneakers into a glorified commodity at the expense of the community, and it’s turning sneakerheads off.

True sneaker fans want the product to be for the community, for the stories and for your feet, not for Sotheby's auctions, museum pedestals or stock exchanges

Ultimately, eBay helps real sneakerheads get their feet into real sneakers, for less. Our objective was to connect eBay with sneakerheads and demonstrate they were on the side of genuine enthusiasts.

eBay launched OG Drops, a platform that gives sneakerheads a second chance to cop iconic sneakers at their original retail price.

Usually, you only get one chance to buy the most hyped sneakers. If you miss the original drop at the original price, your only option is to buy through the resale market, where you’ll find those sneakers may cost hundreds or even thousands.

OG Drops winds back the clock, dropping iconic sneakers for a second time so sneakerheads have a chance to beat the resale prices. Fans can join the online drop or live event at a sneakerhead hangout, entering a draw to pay the OG price for their dream sneakers.

When drops are the main driver of talkability and interest in the sneaker world, hijack the format to demonstrate eBay's Authenticity Guarantee as the original home of sneakers. We would do this by targeting sneakerheads and sneakerhead media to drive interest.

The execution consisted of a UK-wide online raffle, supported by internal eBay data. The charity raffle featured coveted pairs of sneakers at their original retail price instead of their unaffordable resale one.

To bring this to life, we hosted events for over 60 people across iconic venues, in a London chicken shop and Manchester music venue, hosting both public and media.

Sneakerheads could choose whether to attend a drop at one of these events, or participate in the online drop that ran for three weeks. A local OOH rollout and targeted social ads raised awareness with the sneaker community, in a campaign that took place over six months with a 55m+ reach.

Through the PR Campaign, alongside OOH visuals and influencer campaign, OG Drops signature raffle received over 15K entries, with all of the money raised going to two charity partners, Football Beyond Borders and Manchester Olympia Music Foundation.

Similarly the number of entries for the limited one-day event across London and Manchester saw over 1.7K entries, as people hoped to get their hands on hyped pairs of sneakers for their much lower original retail price.

Impressions related to the campaign were also significant, with user generated content reaching over nearly 30K users and creating over 19k pieces of interaction, through likes, comments and story replies.

Number of event entries: 1,746

Number of charity raffle entries: 15,016

-Engagement from influencer content:

-36 pieces of UGC Content from event

-19k Influencer Engagements (Likes, Comments, Story interactions)

-205k Influencer Reach

-29.7k UGC reach (Estimated)