eBay Sellers' Club
I met an eBay watch seller at a trade show and knew he belonged on camera. That instinct drove 47% sales lift, 30% GMV growth among female watch buyers, and organic press across the watch world with zero pitch budget.
MY ROLE
NA Social Luxury Lead — Strategy, Concept, Casting, Execution
PLATFORM
@ebaywatches — Instagram, Twitter, Organic and Paid Social
Sellers social handles
OUTCOME
Co-branded product, launched 2020, still on shelves in 2026
$1M+
Estimated first-year sales for the co-branded product
6yrs
Years on shelves since launch, still selling in 2026
0
Dollars spent to generate the original consumer insight
1
Tweet that started a multi-year brand partnership
THE INSIGHT
Some insights come from data. This one walked up at a trade show.
I was at the Las Vegas Jewelry and Watch Show when I met an eBay watch seller who knew more about what he sold than most brand marketers know about their entire category. His expertise was real, his passion was obvious, and his inventory stories were genuinely compelling. I kept thinking: this person deserves to be on camera.
The insight driving the concept was one I kept seeing in the watch community: buyers don't just buy the watch, they buy the seller. Collectors research who they're buying from. They trust expertise over advertising. They belong to clubs, forums, and communities where peer credibility determines where money moves. eBay had access to some of the most knowledgeable watch sellers in the country. Nobody was telling their stories.
"Buy the seller." Watch clubs are an integral piece of watch culture and the consumer journey.
Strategy brief, eBay Sellers Club
Consumer behavior, observed organically
Real Instagram posts of consumers combining Outshine bars with Tajín, unprompted, well before any brand involvement.
@thischicmayra
Organic post celebrating the flavor combination, part of the earned cultural momentum that validated the insight in the Hispanic market.
THE ACTION
Real sellers. Real inventory. Real expertise.
I conceived and pitched a 3-episode episodic series spotlighting real eBay luxury watch sellers: their collections, their knowledge, and their authentic passion for the hobby. Each episode cast a seller with a distinct point of view.
Episode 1 featured three male sellers including an engineer, a poet, and a Cartier aficionado. Episode 2 brought a female-forward lens to the show, casting Misha Daud (Watch Fashionista), Caroline Joffe (WatchBox), and Viktoriia Kholevchuk (ChronoStore), tapping into a signal I had identified through community observation: female collectors were an underrepresented and underserved segment of watch culture. Episode 3 continued expanding the seller universe across categories.
The series was produced with creative agency The Many. I led strategy, casting, and multi-channel amplification across organic social, paid social (Instagram and Twitter) and worked with my internal eBay team on PR (Sammy Zola), paid (B Kumar) and community management (Sami Huda, Nancy Phatsphaphone).
THE RESULT
The view-through rate for Episode 1 on Twitter was 62%, against a benchmark of 50.42%. The content didn't just perform in paid — it earned its own audience organically, with sellers sharing the episode across their own networks and watch enthusiast publications covering the series without being pitched.
It also became a seller acquisition tool.
After Episode 1 launched, category managers started fielding requests from other eBay sellers asking to be featured. The Sellers Club had turned into a marketing asset for eBay's seller community, not just its buyer audience. That wasn't planned. That's what happens when you build something the community actually values.
COMMUNITY RECEPTION
The watch world showed up on its own.
The series earned coverage across the watch media ecosystem without requiring a paid placement strategy. Publications that cover watches seriously, WatchPro USA and UK, Revolution Watch, and Little Black Book, covered the series across all three episodes.
WHY IT MATTERED
The watch community responded the way real communities do.
Episode 2's female-forward casting generated organic resharing across the watch community on Instagram. These weren't influencers with brand deals. These were enthusiasts who saw themselves or their community reflected on screen and shared it unprompted.
