Sneaker Authenticity Guarantee

Sneakers had become a growing vertical for eBay, eBay really wanted to ‘own’ this vertical,
becoming the number one shopping destination with the best inventory and price. 

In order to achieve this, eBay had launched a program called Sneaker Authentication, where
sneakers could be verified as Authentic by an expert, in order to increase Trust in the platform.

Research 

In order to determine the best strategy for launch, myself and a team consisting of a strategist, merchandisers and vertical managers looked at what other retailers in the industry were doing,
who our competitors are and why people would use them. We also looked at Customer attitudes, using customer information, from our customer research team, looking at the barriers to people
shopping fashion and sneaker products on eBay.

Outcomes

• Unlike competitors, eBay had the benefit of access to products from the US market, selection being an issue in the Australian market.   

• eBay was well positioned in the market - the main barrier to people shopping for Sneakers on eBay being trust. 

• The campaign would leverage the Sneaker Authentication program to increase trust, to bust the perception of ‘fakes’ on eBay. 

• The campaign needed to have a cohesive sales message, aligning all onsite marketing messages and Out of Home.

Scoping the Campaign

After understanding the scope of the campaign and compiling the research, Members of the team, including myself, campaign manager, merchandisers, vertical managers and
copywriters brainstormed  different outcomes for the campaign.  Developing initial wireframes + journeys of how customers would land on the page.

Campaign Deliverables

• Social media posts 

• Infographic for Press releases

• Digital Display for sneaker publications

• Homepage banners

• Educational brand landing page explaining how sneaker authentication works

• Shoppable curated sneaker landing page

• Explainer video to accompany the campaign - outsourced to external agency

Digital walk the Wall

Presentation to stakeholders presenting the outcomes of the campaign for stakeholder buy in.