Rocketman Resale
To celebrate Pride, Elton John became the newest pre-loved clothing seller on eBay, selling thousands of pieces from his incredible personal collection to benefit the Elton John AIDS Foundation.
Background
Gen Z shoppers are turning to secondhand clothing to find pieces that have a past life and interesting story.
The Elton John AIDS Foundation needed a way to raise funds for Pride month, and Elton John was moving out of his Atlanta condo with an entire wardrobe of clothing that needed a new home.
What we did
To celebrate Pride Month, eBay and Elton John AIDS Foundation launched ‘Rocket Man Resale’: a 10-Day charity auction featuring legendary items from Elton John’s personal collection.
eBay and EJAF kicked off the campaign with a Pride weekend shopping experience in New York’s West Village that imagined Elton John as a pre-loved fashion seller. 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 storefront pages to host the 10-Day auction. To sustain momentum and maximize donations, ‘Rocket Man Restocks’ featured new inventory in following waves and were promoted across EJAF and eBay social channels.
Social Output
“A Saint Laurent leopard print knee-length coat; An electric blue two-piece suit; Gucci loafers bedazzled; a royal blue Versace tracksuit — these are just some of the one-of-the-kind designer pieces from Elton John’s legendary wardrobe now available to shop on eBay.”
Variety
The Reaction
1.29B+
overall impressions inclusive of UK + US earned coverage, talent and owned social
518
unique media placements
+31pts
lift in awareness for Elton John debuting as eBay’s newest seller
“In terms of the decision to partner with eBay for this auction, Furnish said that he and John have “always been big fans of eBay.’”
WWD
“The auction will be conducted through eBay, which has made significant efforts to champion the circular economy in recent years.”
Gotham
