Key Wins

•  +9% uplift in unaided brand awareness

• +3% increase in consideration

• +6% perception of eBay motors as a trusted place to shop

Reasserting leadership

Experiencing an increase in competition from both e-commerce companies as well as brick-and-mortar parts retailers, eBay sought to raise awareness and consideration after a long hiatus without campaigns in market. 

Tapping into the passion of motors enthusiasts

The campaign strategy used real-world and social influencers to gain visibility and credibility in each video spot, with voice-over from Ray Magliozzi, from NPR’s Car Talk for audio. Overall, the campaign drove gains in awareness and favorability among car enthusiasts, including 7 point jump in brand favorability.