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.