eBay Fashion continues to leverage crowdsourcing as a mainstream marketing tactic for fashion retailers by the launch of their their largest social media initiative surrounding the stories of their community members’ mothers for Mother’s Day 2011.

The launch of  ‘Every Mom’s a Hero,’ – an integrated campaign made up of two components. The first component invites eBay shoppers and its followers on Twitter and Facebook to share their stories honoring a Superhero Mom through May 8.  The world’s largest marketplace will also provide shoppers with a special landing page featuring this year’s most popular gifts for moms, and promote special celebrity auctions that benefit women’s charities.  The second component features opportunities for consumers to bid on unique experiences with their favorite designers and actors with 100% of the proceeds of those auctions going to charity.

eBay’s Facebook Fan Page calls on people to share a short story about an amazing mom in their lives.

• The best Superhero Story – finalists will be judged by eBay’s Facebook community in the week before Mother’s Day – wins a spa weekend getaway for two including airfare, accommodation and an eBay shopping spree.
• Other prizes include two 64GB iPads with Wi-Fi and two $250 eBay shopping sprees.
• On Twitter eBay will reward a daily winner who either re-tweets eBay’s Mother’s Day deal or thanks a superhero mom and includes the #eBayMomHeroes hashtag with a $100 eBay gift card.

“Mother’s Day is the perfect occasion for eBay to showcase the great value and selection we have to offer shoppers,” said Richelle Parham, Chief Marketing Officer for eBay Marketplaces. “In addition to finding that special gift, we also wanted to recognize moms by inviting shoppers to share their stories through our ‘Every Mom’s a Hero’ campaign. Storytelling is a powerful tool that we are putting to good use by honoring moms on this very special day.”

Celebrity Moms Auction Goodies for Good Causes

eBay will also help Women for Women International raise money for its programs for women survivors of war through several celebrity charity auctions on eBay Giving Works eBay’s charity fundraising program.

Between April 18 and April 28 eBay will host charity auctions for Mother’s Day gifts donated by celebrity moms to support women-oriented charities. Designer Tory Burch will auction off personalized Tory Burch bags, a one-day internship at Tory Burch in New York, and an art installation by Timothy Paul Myers celebrating Tory’s own mother. Proceeds from this auction will benefit The Tory Burch Foundation, which provides economic support to American women and their families.

Actress Liya Kebede has donated exclusive pieces from her Lemlem clothing line, as well as personal fashion items, to support The Liya Kebede Foundation, committed to ensuring that all women, no matter where they live, have access to lifesaving care.

Women for Women will auction off three one of a kind opportunities; the opportunity to meet Ashley Judd, a red-carpet experience and meet-and-greet in the U.K. with Meryl Streep during the premiere of her new film, “The Iron Lady,” and a trip to New York to visit with Kate Spade’s lead designer Deborah Lloyd and go on a $1000 kate spade shopping spree.