eBay x Chappell Roan: Pre-Loved Pony Club

Chappell Roan loves vintage. eBay is where vintage lives. A themed pop-up at Kia Forum, a curated artist storefront, and an introduction of eBay's pre-loved fashion to her Gen Z fanbase. The storefront sold 60% of inventory within 2 hours of a single organic post.

MY ROLE

Senior Social and Influencer Manager, US Fashion — Strategy, Casting, Execution

PARTNERS

JOAN Creative, Edelman

PLATFORM

Experiential, Organic Owned Social, CRM, Onsite, Influencer Storefront, Influencer Social, PR/Comms

PROGRAM SIZE

22 creators across micro, mid, macro and celebrity tiers

135

Directly attributed social commerce revenue

60%

Higher AOV among creator-referred buyers vs. category average

Sold Out

Growth in brand mentions

40k+

Average brand perception lift

Higher TOMA vs. benchmark

THE PROBLEM

The right artist. The right moment. The right creative brief.

In October 2025, Chappell Roan was at the center of one of the most feverish moments in pop music. Her Visions of Damsels and Other Dangerous Things pop-up tour drew over 40,000 fans per show at the Rose Bowl in Pasadena and earned comparisons in the Los Angeles Times to the cultural pull of Oasis. Her audience was passionate, style-forward, deeply LGBTQ-identified, and exactly the consumer eBay's pre-loved fashion positioning needed to reach.

The brief was to build a partnership that felt true to Chappell's world, connected her audience to eBay's inventory in a meaningful way, and drove measurable commerce. What made this different from a typical celebrity deal was the creative latitude we gave her team. Chappell was not handed a collection. Her team hand-selected 135 pieces that reflected her actual taste: romantic, theatrical, retro-meets-modern, always bold. The storefront felt like her wardrobe. That authenticity was the strategy.

The partnership extended beyond the storefront. Chappell wore eBay-sourced accessories on stage in both Kansas City and LA, coordinated with her stylist Genesis Webb. Her own posts tagging @eBay and #eBayPartner turned the on-stage moments into organic content that her team and ours amplified across channels. A Fandemonium fan page also received a unique trackable link, extending the campaign's reach into her most dedicated fan community with attribution intact.

This was also part of a longer arc. Earlier in 2025, eBay's brand team, which I contributed to, worked with Chappell and Oscar-winning costume designer Paul Tazewell on her Met Gala look, built from vintage pieces sourced on eBay and styled by Genesis Webb. That collaboration seeded the relationship and the cultural credibility that made the October partnership land the way it did.

THE ARCHITECTURE

Six channels. One cohesive creative world.

The execution was designed to surround Chappell's audience at every touchpoint we could reach. On the eBay side, we activated across every owned channel available: organic social content on @eBay, CRM push notifications to our buyer base, and onsite storefront integration that put her curated collection directly in the path of eBay shoppers. On Chappell's side, we built deliverables into the partnership that gave her real creative ownership, making her posts feel like genuine recommendations rather than brand placements. That included her own IG and social posts, a dedicated link in her bio, and a separate trackable link pushed to her Fandemonium account, managed by her team, to reach her most dedicated fan community. In parallel, our PR and Comms team targeted key outlets to drive earned coverage around the activation, resulting in features from the Los Angeles Times and Gayety.

THE ROSTER

Immediate sell-through. Zero paid media. Earned press.

BUSINESS RESULTS

Why it worked.

What made this partnership work was not the size of the name. It was the fit. Chappell Roan's entire aesthetic is built on pre-loved, theatrical, maximalist style. She doesn't perform in designer looks. She performs in pieces that look like they were found, transformed, and worn with total intention. That is eBay's value proposition expressed through a human being.

I approached the partnership the same way I approach all influencer work: insight first. Chappell's audience isn't just fans. They are participants. They show up in costume. They research her outfits. They want to dress like her, not just watch her. A shoppable storefront curated by Chappell herself, promoted the week of her LA shows, wasn't a promotional stunt. It was a service to her audience and a commerce moment for eBay at the same time.

The 60% sell-through our team tracked within two hours of her first post was not a surprise. It was the logical outcome of putting the right product in front of the right audience at exactly the right moment, with the creator's genuine voice behind it.

+291%

Growth in brand mentions across the program's active period

+16%

Average brand perception lift measured across the full creator roster

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