eBay

The Objective

eBay has cultivated a strong following with sneakerheads as the ultimate destination for buying and selling sneakers. They have a vibrant organic presence and community on TikTok, and continually stay at the forefront of creative innovation when engaging with their audience on the platform. With this in mind, they jumped right in when our Voting Stickers add-on launched. The goal was to drive their highest engagement yet with a campaign designed specifically around getting sneakerheads on TikTok to show love for their favorite shoe.

The Solution

eBay is no stranger to stepping into new and creative ways to engage its audience further. So when Voting Stickers launched, eBay was one of the first in line. Voting Stickers are an In-Feed add-on that lets brands poll or quiz audiences, collect feedback, and create announcements to make the TikTok community feel like part of the brand. As a result, Voting Stickers enhances the interactivity and effectiveness of ads for high engagement and a fun-loving user experience.

eBay's cross-platform #SneakerShowdown took to TikTok at the height of the campaign, using Voting Stickers to decide the winners of its popular sneaker competition. The #SneakerShowdown put some of the most in-demand sneakers head-to-head in a bracket-style, community-driven tournament. Users voted between competing shoes in a series of polls to crown the top sneaker. The showdown culminated with a sick price drop on eBay for users to purchase the winning shoe. The campaign was creative, timely, and relevant: with flight dates coinciding with the annual NCAA basketball tournament, eBay created their own March Madness among the community.

The eBay #SneakerShowdown used three different custom Spark Ads, all with the Voting Stickers overlay. Spark Ads are an authentic way for brands to elevate native, popular content. The ads enable brands to grow through real connections with the TikTok community, making them a great fit for eBay. Spark Ads are an effective way to engage users, and the addition of Voting Stickers took the interactivity of the campaign to new heights.

The users voted on the first poll between the Off-White Sail and Jordan 1 Mocha. The Off-White Sail took the win, securing them a spot in the finals. Matchup #2 put the Dunk Uni Red against the YZY 350 Bred, with the YZY coming out on top. The winning Off-White Sail and YZY 350 Bred then went head to head for the final showdown. In the end, the Off-White Sail edged out against the YZY with 60% of total votes, crowning them the winner and giving users a "fire price drop" for the sneaker on eBay.

The Results

The drop was fire, for sure: eBay's #SneakerShowdown drove engagement by encouraging interactivity with the Voting Stickers, and users showed up. 1.2 million users participated in the poll, and the campaign delivered a +54% lift in comment rate*. The results are telling: Voting Stickers are delivering unprecedented interactivity and engagement for campaign ads. And most importantly, they're driving users to further engage with the brand and each other, continuing to grow eBay's sneakerhead community in powerful ways.*Results from a split test comparing comment rate for eBay ads with Voting Stickers vs. eBay ads without Voting Stickers

You may also like: E-commerce case studies

Sign up to start advertising on TikTok within minutes

Learn more about TikTok Ads Manager