Client: eBay (San Jose, CA)
PR agency: Edelman (New York/Los Angeles)
Campaign: eBay.com/Celebrity
Duration: November 7 to present
Budget: About $200,000
Amanda Miller, eBay's senior manager of consumer communications, had her "aha!" moment when Justin Bieber's hair was up for bid - earning $40,000 for charity - and searches for Bieber-related items rose 107%.
"Consumers are looking to connect with celebrities," she explains, "but not everyone has $150,000 to ...