Turning a Busted Truck Into a Trail Beast
Group Creative Director:
AJ Rivvers
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Associate Creative Directors:
Jeff B Tune
Frank Garguilo
Art Director:
Rachael Royer
Copywriter:
Bryan Wong
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Director:
Trevor Paperny
The Modathon, a YouTube series that follows three creators as they tap eBay’s unrivaled inventory and mod a 1979 Bronco to tackle different off-roading challenges, corresponding to key sub-communities in the off-roading world. Each creator hatched a plan to tackle their challenge, ordered parts from eBay, filmed the build-out process, and then hit the trail for an action-packed test. The response to the series was so positive with fans wanting to know more about the builds that a bonus Behind the Build episode and corresponding social sweepstakes launched in early 2023.
The Insight: Off-roaders and truck enthusiasts are seeking community experiences off the beaten trail, putting their faith in their rides, trusting that the upgrades and modifications made will fuel their automotive ambitions.
The Challenge: eBay Motors had yet to authentically immerse itself within the truck and off-roading community, preventing these enthusiasts from tapping into eBay Motors’ vast inventory of trusted and quality parts. YouTube is the #1 platform for this enthusiast audience for inspiration, education, and entertainment. We needed to connect the 122 million parts and accessories to this community in a way they would engage with over and over again.
The Result: The series grew the eBay Motors YouTube fanbase and SOV among off-roading and truck enthusiasts, demonstrating how the vast inventory of trusted and quality parts allows eBay Motors to be credibly immersed in this community. The series drove over 37,000 YouTube subscribers (+69% over benchmark goal) and had a share of voice of 6.2% (+.6pts compared to the same quarter the previous year). With 5.7 million series views of Modathon (47% over benchmark goal) organic viewers spent an average of 6 minutes and 26 seconds watching this eBay Motors branded content.
