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The team at eBay set us a very simple challenge: how could we prove to a new generation of amateur mechanics and novice tinkerers that eBay is the place to go for purchasing quality car parts and accessories?
Armed with this knowledge, we crafted one of our most successful build series and campaigns to date, dubbed ‘The Ultimate Lexus IS 200 Track Car‘.
We decided to break down our build story into five key episodes; from the purchase of a stock Lexus IS 200 on eBay, to the modification of the car using parts and accessories purchased on eBay, to the final auction of the car on eBay.
During each episode, we decided to provide a user hook and reason to follow the series by racing the modified Lexus against a new Toyota GT86, to show how much extra performance could be achieved through the addition of new tyres, better brakes, a race exhaust, short-shift kit, suspension and weight reduction.
Over the course of three months, we supported each YouTube release with distribution of subtitled video assets on Facebook to reach enthusiast audiences. We also repackaged video into a vertical format with a ‘swipe up’ call to action on Instagram Stories. Finally, Snapchat was used to build anticipation of each episode launch using in-moment, behind-the-scenes coverage.
In descriptions and endboards, we made sure to drive users to a custom eBay x Car Throttle landing page which gave an overview of the campaign with further deep links to auction and category pages for specific car parts and accessories.
The five-episode, custom series for eBay surpassed all expectations and campaign predictions, totalling over 7 million content views across the major platforms we distributed to.
We also measured brand uplift before and after the campaign. Our results showed that consumers were 30% more likely to consider eBay when shopping for motors, parts and accessories, a huge success demonstrating a change in audience perception as a result of consistent, clever messaging within social content.
We decided to round-off the campaign by selling ‘The Ultimate Lexus IS 200 Track Car’ on eBay, with all proceeds going to Prostate Cancer UK.
After 10 days of frantic bidding, we managed to raise a cool £4,300 for charity, and also helped to drive more active users to register on eBay.