Objectives

eBay is the OG online marketplace for buyers and sellers, but has faced twin headwinds in recent years:

• “FleaBay” perception of poor quality and bad experiences
• An influx of newer and more culturally resonant competitors

In 2021 we began developing eBay’s highest-value product categories into distinct sub-brands, with eBay Motors leading the way.  Our mission is to use the power of social media to increase upper-funnel consideration, restore brand equity, and become the most desirable place to buy, sell, and join communities around shared passions.

YouTube is the top social platform for motors enthusiasts to seek inspiration to fuel their automotive ambitions. For eBay Motors to achieve its goals, we had to launch a must-subscribe channel here to drive awareness and trust of eBay’s unrivaled inventory of parts & accessories.

Strategy and Execution

Enter: Between 2 Rides, a five-episode YouTube series that showcases what a stock car can turn into when passion, skill, and creativity meet eBay Motors’ vast inventory of 122 million parts.  The series is hosted by YouTube creator Collete Davis, with each episode featuring a guest builder representing a unique subculture (and product category) of the motors community.

We scripted, produced, and promoted Between 2 Rides as a proper creator series, including:

• 5 episodes, a series trailer, and behind-the-scenes bonus content
• 8-12 minute episode run-time
• An integrated roll-out strategy of 500+ unique assets across YouTube, Instagram, and Facebook to drive campaign awareness and channel traffic

Results

Our efforts resulted in a breakthrough performance for eBay Motors, reintroducing ourselves to the automotive community with a series that captivated attention and won reappraisal to the tune of:

• From 700 to 37,000+ YouTube channel subscribers
• 9 million total views across our series content
• 155 million total minutes-watched across our series content
• Average episode watch-time of 3 minutes 19 seconds
• +9.5% unaided brand recall lift
• +2% purchase consideration lift

While these quantitative metrics demonstrate the effectiveness of Between 2 Rides against our stated goals, we’re most excited by this one: a greenlight from eBay for a second season of Between 2 Rides.  Make sure to like and subscribe so you don’t miss an episode.

Media