As a way to demonstrate eBay’s vanguard position in the fashion industry, Kaplow and eBay partnered with young, up-and-coming fashion designer Yigal Azrouël for his Fall Fashion Week runway presentations.  Fashion insiders received a custom-designed, eco-friendly T-shirt designed by Yigal for eBay.  To celebrate this new partnership, eBay will host an exclusive charity sale featuring 50 items from the designer’s Spring/Sumer collection starting June 4, 2009.  The partnership has already drummed up buzz with mentions in USA Today, Women’s Wear Daily, The New York Post and Los Angeles Times.

To expand the traditional eBay holiday program, Kaplow secured several high-level broadcast media partnerships, which ran in conjunction with eBay’s holiday initiatives.

The Bonnie Hunt Show and Kaplow created “Bonnie’s Basement,” an eBay charity auction with one-of-a-kind items donated by celebrity guests.  The hosts of The View discussed the Doorbusters program and launched a one-day sweepstakes for an audience member to win a diamond ring.  To round out the media partnerships program, eBay and Kaplow partnered with Live with Regis and Kelly to sponsor a week-long “Season of Savings” with an on-air sweepstakes and eBay deals exclusive to the Regis and Kelly Web site.

For the election season, Kaplow was tasked with inserting eBay into the political news cycle in an way that would highlight eBay’s relevance and political product offerings. To do so, Kaplow spearheaded an eBay charity auction with four one-of-a-kind Cabbage Patch Kids in the likenesses of the Presidential and Vice Presidential candidates.

With the objective of generating national and high-profile media coverage to fuel regional and online interest in the auction, Kaplow secured media exclusives with the AP and TODAY show to announce the Presidential Cabbage Patch Kids auction.  Media coverage also ran in top outlets such as USA Today, TIME, CNN, Reuters and Fox News.

The Presidential Cabbage Patch Kids were a hit with consumers as well, with the Sarah Palin look-a-like doll selling for $19,000.  As a result of the widespread media coverage and nationwide buzz, the auction raised over $36,000, with 100 percent of the proceeds going to Toys for Tots.