“Whatnot” Case Study

Established in 2019, Whatnot has become a leader in live e-commerce, as it brings “together community, shopping and entertainment” in one place. Their approach to the “future of e-commerce” is spreading quickly and gaining exponential attraction among various culture groups, including collectors, sneakerheads and trade card enthusiasts. Recently, I have grown to become a huge fan of Whatnot - especially of their sneakers category! Sellers like Coolkicks and Stews Shoes captivate their buyers, viewers, and online fanbase with live engagement, thorough moderators, and amazing steals you’d never find on SNKRS…did I mention giveaways?!

Here’s a small case study of a few UGC/social concepts I came up with in relation to Whatnot’s sneaker/streetwear category. It also includes how I might approach goal setting and strategy in order to implement these campaign ideas to grow the niche and overall audience in that space. Disclaimer: This is a personal case study for demo purposes only and is not affiliated with Whatnot or any of its affiliates.