The core of eBay’s offering lies in connecting people to what they love through a trusted marketplace that celebrates culture and community. To support this mission, eBay partners with DEPT® to deliver transformational digital content monthly. As part of this dedicated team, I craft hyper-personalized content for regular buyers, sporadic sellers, passionate collectors, and alternative makers.
As the go-to destination for vintage car parts, authentic sports memorabilia, and rare collectibles, I developed a comprehensive social media strategy that divides products into four distinct verticals: fashion, sneakers, motors, and collectibles. I was directly responsible for creating authentic, conversation-driven content, highlighting seasonal themes like Father’s Day gifts, trading card auctions, new Pokémon releases and more.
Our campaigns feature notable niche brands through a social-first lens, emphasizing interactive stories and engaging reels.
Our campaigns feature notable niche brands through a social-first lens, emphasizing interactive stories and engaging reels. We quickly adapt to emerging trends, cultural moments, and memes, ensuring our content remains organic and relevant.
Understanding eBay’s unique role in connecting various communities, I collaborated with a multidisciplinary team to identify the nuances of our target audiences. Our objective was to develop content that resonated with users, showcasing the products and stories that mattered most to them.
The primary goal was to develop social-first content that builds community and drives engagement. Partnering with influencers across fashion, collectibles, motors, and sneakers, we crafted campaigns that connected users to culturally relevant trends in meaningful ways.One highlight was “Cop or Drop,” an interactive series where top creators weighed in on which sneakers are must-haves and which they’d skip. This feature sparked conversations on designer insights, celebrity style, and future trends, offering the community a fresh, forward-looking perspective on sneaker culture.
eBay’s brand guidelines and social-first approach center on a flexible, modular grid system that allows us to create layouts across diverse contexts—from image-driven lifestyle combinations to engaging memes.
Through this modular approach, we’re able to maintain brand cohesion while evolving with our community. Each piece of content not only feels distinctively ‘eBay’ but also resonates with audiences who expect dynamic, culturally aware content. By balancing flexibility with consistency, we amplify eBay’s voice, making it as adaptable and engaging as its community.
