How do you convince a second-hand curious audience that eBay is the place for serious fashion? By working with a global icon with an even more iconic wardrobe.
For Pride 2024 eBay and Elton John AIDS Foundation launched ‘Rocket Man Resale’: a 10-Day charity auction not just selling items from Elton John’s personal collection, but making the legendary fashion icon the one personally doing the selling.
The campaign kicked off a Pride weekend shopping experience in New York’s West Village— think Elton opening his own vintage boutique.
To generate more hype, eBay launched a 360 social campaign featuring bespoke content with Elton John and husband David Furnish, hosted a shoppable eBay Livestream featuring Stephen Sanchez and Emma Rogue, and created custom pages to host the auctions.
1.29B+ overall impressions inclusive of UK + US earned coverage, talent and owned social
518 unique media placements globally
+31pts lift in awareness for Elton John debuting as eBay’s newest seller
