eBay is the OG online marketplace for buyers and sellers, but has faced twin headwinds in recent years:
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.
Through MRI research, focus group interviews, and social platform data: we found that YouTube is the top platform for motors enthusiasts seeking inspiration, with brand credibility being the deciding factor in driving purchases.
To avoid the pitfalls of our main competitors (Amazon, O'Reilly's, AutoZone) with an "advertise-y" presence on Youtube, we recognized a 30s sponsored shoutout or '60s film' wouldn't be enough to shift the perception of eBay from an e-commerce choice to the defacto category leader.
So, we launched “Between 2 Rides,” an anything-goes 5-episode series proving what a stock car can transform into when passion, skill, and creativity meet eBay’s vast inventory of over 122 million parts.
On an ever-evolving platform like Youtube, we knew using the playbook that worked for us in 2022’s inaugural season of Between 2 Rides wouldn’t be enough to breakthrough with auto enthusiasts looking for inspiration on the platform.
To effectively raise the stakes with our most devout superfans from Season 1, as well as breakthrough the category with automotive enthusiasts, we upleveled every facet of Between 2 Rides Season 2.
From partnering with 7 of the most influential builders and creators on YouTube, to purposely designing each episode to maximize viewer retention of eBay storytelling, every episode pitted stock rides against their modded counterparts to highlight the undeniable difference the right parts, that fit, can have on a build.
Every episode culminates in never-before-seen challenge such as drifting America's Fastest Drive-Thru or evading dive-bombing drones in a game of off-road tag.
Woven within the 60+ mins of branded entertainment, we championed the priority parts & auto communities fueling eBay’s 2023 goals.
Our integrated roll-out strategy of 200+ unique assets across social ensured our latest episode was must watch:
Everything driving fans to watch the latest episode of Between 2 Rides.
Our efforts resulted in a breakthrough performance for eBay, reintroducing ourselves to the automotive community with a series that captivated attention and won reappraisal to the tune of:
Season 2 of Between 2 Rides not only surpassed every goal it set out to achieve, it firmly established eBay as the go-to destination for automotive inspiration.
