The Modathon series drove organic viewers to spend an average of 6 minutes and 26 seconds watching eBay branded content.
Services
- Social & Content Strategy
- Media & Investment Strategy
- Measurement & Analytics Strategy
- Brand & Campaign Creative
- Always-On Fast Media & Creator Content
Outputs
- Content
- Influencer & Creator
- Organic Social
- Paid Media Planning
- TikTok/Reels/Shorts
- Meta Content
- Creative Platform
- Creator Collaboration
- Influencer Management
- Branded Content Series
- Measurement Reporting
Impact
- 37K Increase in YouTube Subscribers
- 5.7M Series Views
Authentic Immersion:
eBay had yet to authentically immerse itself within the truck and off-roading community, preventing these enthusiasts from tapping into eBay's vast inventory of trusted and quality parts. YouTube is the #1 platform for this enthusiast audience for inspiration, education and entertainment.
A Hit Series is Born
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.
Crushed Benchmarks and Outperformed Expectations
The series grew the eBay YouTube fan base and share of voice among off-roading and truck enthusiasts, demonstrating how the vast inventory of trusted and quality parts allows eBay to be credibly immersed in this community. The series drove more than 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-branded content.
Subscriber Increase
K
Total Views of Modathon
.M
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