eBay “Vault Stars” - eBay Vault Launch Campaign
The Ask
At Edelman, we worked with eBay to launch the new 'eBay Vault' product during MLB’s All-Star Weekend in Los Angeles—a high-tech, temperature-controlled secure storage system for high-value trading cards.
The challenge was to effectively introduce and create buzz around the eBay Vault, showcasing its unique features and benefits to a wide audience of potential users.
To achieve this, we created a comprehensive go-to-market plan combining live events, social media influencers and paid media.
We orchestrated a glitzy, All-Star inspired ‘Vault Stars’ media event during the MLB All-Star Weekend. This event leveraged the star power and visibility of the weekend to amplify the launch of the eBay Vault.
In addition to the media event, we created a ‘Vault Stars’ social activation campaign to generate buzz. Celebrity Miles Teller selected several high-value trading cards to store in his eBay Vault, and influencers and media partners amplified the content across various channels. We also ran paid social media across Twitter, Instagram and TikTok.
The campaign goals were twofold: to drive awareness for the eBay Vault and inspire consumer consideration by highlighting the service's features and benefits.
We utilized several channels and tactics:
PR/Earned Media: Generated coverage for the Vault Stars activation across lifestyle media.
Paid Social Media: Drove engagement and reach for eBay’s Vault through targeted paid campaigns.
Owned Organic Social: Increased awareness and consumer consideration for the vault via eBay’s social media channels.
Influencer Partnerships: Collaborated with influencers to attend the eBay Vault Stars event, creating and sharing content that showcased their experiences and promoted the eBay Vault as the future of trading card storage.
The campaign garnered significant media attention and high engagement on social media, particularly on TikTok. This multi-channel approach increased awareness of the new eBay Vault, and inspired potential users to consider its benefits for their high-value card collections.
