“ BOO! Sorry, meant to say: boom. ”
Holiday campaigns keep getting pushed earlier and earlier.
So we decided to push a bit more, and make our holiday campaign, a special sneakerhead collab between Halloween and Christmas.
From 🎅 to 👻
Looking to engage sneakerheads that are tapped into culture, and get them excited about exclusive drops and discounts, we created the character of the Grail Ghost. An entity that felt unique and true to sneaker culture. eBay being where all the heat lies, we felt it was only right to pair them with some fire visuals, and have them possess and take over the eBay social channels. Duetting Tik Toks, responding to comments, and even surprising our audience with sneakers, the Grail Ghost put eBay Sneakers on the map, and made it THE place to go to for your holiday cops.
Meet the Grail Ghost
The Grail Ghost is eBay, come to life.
Played by THE Trinidad James. We knew we needed a true sneakerhead icon to embody this character. Someone that made sneakerheads on all platforms get hyped and reach out for help securing all their grails. The Grail Ghost is an everpresent entity that is the truest of sneakerheads.
Everyone gets a ghost.
Every good ghostly possesion has its iconic replies.
So we went all out on creating a custom reply video that we could attach to our comment so that our audience felt directly spoken to. In each one, we featured specific sneakerhead knowledge about every shoe to really showcase how the Grail Ghost, and by extension eBay, is tapped into the culture.
Some initial results…
243K
Video Views
18.2K
Engagements
8%
Engagement Rate