---
title: "14th Shorty Awards: eBay Old School Meets New School Finalist"
url: https://stacklist.com/card/27ae39e0-1820-407f-80fe-e8ef759a09a4
source_url: "https://shortyawards.com/14th/ebaywatches-presents-old-school-meets-new-school"
stack: https://stacklist.com/c/business/stack/fa6d8bca-357c-476c-9ff5-cf91f01ffc2e
summary: "eBay Watches' \"Old School Meets New School\" is a finalist in the 14th Annual Shorty Awards for Instagram Partnership, featuring intimate conversations between celebrities about luxury timepieces and personal style. The campaign aims to break down exclusivity in watch culture by uniting diverse perspectives and emphasizing personalization within the luxury watch category."
tags: "shorty-awards, ebay-watches, social-media, influencer-partnership, luxury-timepieces, brand-awareness, instagram"
key_entities: "14th Annual Shorty Awards (event), eBay (organization), Instagram (technology), Old School Meets New School (concept), luxury watch culture (concept)"
classification: "reference"
content_hash: "sha256:bc8b2858d3a0f475d323294243ce0cbebe98a6eab4f91472eb829dce336e9ba0"
acp_version: "0.2"
token_counts_approximate: 2716
visibility: public
agent_accessible: true
status: "final"
---

# 14th Shorty Awards: eBay Old School Meets New School Finalist

THE 14TH ANNUAL SHORTY AWARDS The Shorty Awards honor the best of social media and digital. View this season's finalists! Campaign Brand Awareness Campaign Foreign Language Campaign Global Campaign Integrated Campaign Launch Campaign Local Campaign Multi-Platform Campaign Multicultural Campaign Rebrand Campaign Social Good Campaign Content and Media Blog & Micro-blog Brand Voice Branded Content Branded Series Contest or Promotion Copywriting Email & Newsletter Episodic Meme, GIF, & Emojis Micro-Site Single Post or Activation Use of Viral Content User-Generated Content Creator & Influencer Partnerships Instagram Partnership Multi-Platform Partnership Other Platform Partnership TikTok Partnership YouTube Partnership Design Animation Art Direction Audio & Music Brand Identity Brand Redesign Generative AI Graphic Art Images Website/App Industry Auto Business to Business Consumer Brand Education Entertainment Fashion & Beauty Financial Services Fitness, Health, & Wellness Food & Beverage Gaming Government & Politics Hospitality Insurance Live Events News & Media Non-Profit Pets & Animals Pharma & Healthcare Real Estate Restaurants Retail & E-Commerce Social Activism Sports Technology Television Travel & Tourism Wine, Beer & Spirits Overall Presence Meta Presence Multi-Platform Presence Other Platform Presence TikTok Presence YouTube Presence Platforms & Technology Artificial Intelligence Extended Reality Immersive Instagram Interactive Content Other Platform TikTok YouTube Podcast Art & Culture Podcast Branded Podcast Business Podcast Health & Wellness Podcast Lifestyle & Entertainment Podcast News & Politics Podcast Other Podcast Genres Podcast Mini Series Sports Podcast Technology and Education Podcast True Crime & Documentary Podcast Strategy & Engagement Brand Partnership Call to Action Community Engagement Creative Use of Technology CTV/OTT Data & Insights Earned Media Event & Experiential Gamification GEO (Generative Engine Optimization) Humor Innovative Media Buying Strategy Integration with Traditional Media Internal Communications Micro-Influencer Strategy Music & Dance On a Shoestring Organic Promotion Paid & Amplification Physical and Digital Convergence Public Service Announcement Real Time Response SEO & SEM Social Commerce Storytelling Video Comedy Video Documentary Featurette or Behind The Scenes Video Instructional Video Live Video Long Form Video Medium-Length Video Music Video Product Feature Video Short Form Video Vertical Video Video Ad Video Series Menu Register Login From the 14th Annual Shorty Awards @ebaywatches Presents Old School Meets New School Finalist in Instagram Partnership Objectives We all crave connection with others who geek out over the same things as us. And when you find that common thread, it doesn’t matter what your differences are. “Old School Meets New School” for eBay Watches is about using watches to find common threads that unite different people, talents, and industries. In this series, we bring two celebrities together to have an intimate conversation around luxury timepieces and how they incorporate watches into their personal signature style. Our goal was to break down preconceived notions about watch culture, invite diverse perspectives to the table, and emphasize the endless expression of personal style that luxury watches can bring. Strategy and Execution The luxury watch category can feel stuffy and exclusive–gripping onto the “old world” way of thinking and leaving little room for new schools of thought. With this series, we saw an opportunity to peel back the latent layers of luxury and sharpen our focus on the purpose and personalization that a luxury watch can bring; filling whitespace in the category that taps into the emotional benefit that connects a community of enthusiasts together.  For each episode, we passed the mic to an unlikely pairing of head-turning talent that defy the standards of “old world” luxury. Fashion maven Iris Apfel & rapper Lil Yachty were the perfect pair to kick off our series: unquestionably different people from contrasting walks of life who found their connection through watches and shared their unique perspectives on style (and even exchanged phone numbers after filming!). In Episode 2, we took the idea of “old school” and “new school” to new heights, inviting legendary fashion stylist Law Roach and renowned singer/songwriter Teyana Taylor to discuss the “old”, traditional rules of fashion and how the future of the industry breaks gender norms, celebrates Black culture, and emphasizes the beauty of individuality and boundless design. Each episode focused on one long-form video as the hero piece to capture the intimacy of the conversation and give our audience a chance to dig deep into the bonds that our talent developed when they found their common connections. We then surrounded our hero videos with additional content, leaning into Instagram’s video-focused ecosystem. Bespoke Reels and Stories showcase an intriguing mix of soundbites from our talent to drive cultural relevance, and mesmerizing watch imagery to boost eBay’s brand credibility in the luxury watch space. The success of Episode 1 paved the way for more optimizations for Episode 2: we introduced unique Instagram Shop Collections and shoppable posts to tie the conversation back to product and highlight each talents’ collection that can be replicated from eBay’s inventory. We also took the narrative of Episode 2 to new heights by partnering with GLAAD to auction off two of the luxury timepieces featured in the campaign, ultimately raising over $60,000 that went directly to the charity to support the LGBTQ+ community. Results With Old School Meets New School, we set out to break through into culture and establish credibility and consideration for eBay in the luxury watch space for a younger, more diverse demographic. And with the help of our celeb talent and impactful press pickup, we were able to do just that. Both episodes generated over 120M impressions, indicating mass reach to qualified audiences and driving an average engagement rate of .44%, which increased episode over episode. Over 30M post engagements indicated our audiences’ consideration of our content, while brand health metrics measured by Instagram/Facebook’s Brand Lift Study showed strong ad recall (avg. 4.9%) and top-of-mind awareness among our audiences (Episode 2 driving results 1.5pts above benchmark). Both episodes generated nearly 100% positive sentiment and sparked conversation among our existing audience as well as new audiences we sought to increase on the channel over time. In fact, @ebaywatches female followership increased by 5% after both of these campaigns, proving that our narratives defied those luxury standards that were built to break down. Media Video for @ebaywatches Presents Old School Meets New School Share this entry Entrant Company / Organization Name The Many, eBay Links https://www.instagram.com/p/CTCucybjwPW/ https://www.instagram.com/p/CXOfiNXDFaT/ Entry Credits Renata Salazar-Costa Watches Social Lead at eBay Jen Haley Head of Social Media Marketing, North America at eBay Maryann Bell Director of Creative and Social at eBay Nina Louie Associate Creative Director, Social Media at eBay Kira Moller Director, Marketing and Creative Operations at eBay Craig Weinberg Sr. Manager Paid Social Strategy at eBay B. Kumar Media Manager at eBay Adriana Solache Olijve Senior Social Strategist at The Many Aimee Brodbeck Associate Creative Director at The Many Alyssa DeSangro Associate Media Director at The Many Amy Woo Associate Design Director at The Many Andy Craig Group Strategy Director at The Many Anthony Rocker Media Director at The Many Blake Marquis Partner, Executive Creative Director at The Many Chris Ruppelt Senior Designer at The Many Conner Needham Art Director at The Many Connor Bland Production Coordinator at The Many Dave Horowitz Head of Production at The Many Elizabeth Walker Talent Manager at The Many Emily Hambleton Associate Brand Director at The Many Harriet Riley Director of Social Strategy at The Many Jessica Bedussi Social Strategy Director at The Many Jin Laqui Project Manager at The Many John Line Group Brand Director at The Many Jorge Andrade Director of Design at The Many Kate Digilio Creative Director at The Many Keara Hanlon Associate Director of Project Management at The Many Kim Vorse Senior Producer at The Many Kristin Busk Director of Social Innovation at The Many Marcus Blackwell Senior Copywriter at The Many Marisa Milisic Creative Director at The Many Miles Evans Senior Copywriter at The Many Nate Totten Associate Creative Director at The Many Nicole Fuhrman Strategy Director at The Many Pam Fujimoto Group Creative Director at The Many Rediate Tekeste Senior Brand Director at The Many Ryan Hoog Animator at The Many Sarah Burley Senior Designer at The Many Scott Woodburn Senior Motion Graphics Designer at The Many Will Luck Jr. Copywriter at The Many Seth Epstein CCO / Director at Los York Leticia Gurjao EP Live Action at Los York Melina Osornio-Andrade EP Studio at Los York Mariel Sands Head of Production at Los York Russ Katzman Live-Action Producer at Los York Chad Tingle Field Producer at Los York Eduardo Whaite DP at Los York Belinda Scott Production Designer at Los York Joe Abou-Sakher Post-Production Producer at Los York David Thomas Post-Production Producer at Los York Rod Thomas Media Production Manager at Los York Daniel Miller Design/Animation at Los York Emma Blackstone Editor & Colorist at Los York Tony Scharko Assistant Editor at Los York Dennis Durante Sound Design & Mix at Los York Christelle de Castro Director at Not Normal Johnny Komar DP at Not Normal Yann Henric Executive Producer at Not Normal Jill Warner 1st AD at Not Normal Lauren Marrero Line Producer at Not Normal Isabel Aranguren Messuti Art Director at Not Normal Chad Harrell Gaffer at Not Normal Jerod Nawrocki Key Grip at Not Normal James Dierx Editor at Whitehouse Jacob Cooper Assist Editor at Whitehouse Taylor Schwartz Assist Editor at Whitehouse Lucia Villalta Post Producer at Whitehouse Matt McManus EP at Carbon Tina Starkweather Head of Production at Carbon Maggie Robinson Producer at Carbon Connor Mullaney Flame Artist at Carbon Julio Leon Flame Artist at Carbon Katrina Zimmerman AE Artist at Carbon Briana Brackett Colorist at Carbon Cassie Benedict Color Assist at Carbon Zoe Rain Lambert Color Assist at Carbon Dan Butler Color Producer at Carbon Laurie Adrianopoli Color EP at Carbon Share this entry Share this Shorty Awards page  Tweet  Share  Email Share link