We Don't Do Passive

eBayModathon

The Modathon series drove organic viewers to spend an average of 6 minutes and 26 seconds watching eBay branded content.

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Services

  • Social & Content Strategy
  • Media & Investment Strategy
  • Measurement & Analytics Strategy
  • Brand & Campaign Creative
  • Always-On Fast Media & Creator Content
  • Long Form Content
  • Media & Analytics

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.

The Many
The Many

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.

The Many
The Many
The Many

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

The Many

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Contact Information
Project Details
Brand Engagement
Brand Activation
Brand & Campaign Creative
Traditional Medium Assets
Measurement & Analytics Strategy
Execution
Experiential Activations
Brand Action
Visual Identity & Design
Brand Response
Media & Investment Strategy
Brand Equity
Media & Analytics
Social & Content Strategy
Campaign Creative
Brand & Creative Strategy
Always-On Fast Media & Creator Content
Long Form Content
Content
In-Store
Influencer & Creator
Channel Analysis & Strategy
Brand Positioning
Organic Social
Social Activations
Community Management
Brand Positioning
Visual Identity
Display & Programmatic
Brand Book
Performance Modeling
OOH
Digital Video
Communications Planning
Branded Film
Measurement Strategy
Brand Personas & TOV
Long-Form
Social Playbook
Tone of Voice
In-Platform Execution
Measurement Reporting
Documentary
TV & CTV
Design
Meta Content
Web Testing & Execution
Print & OOH
Documentaries
Go-To-Market Planning
Brand Book
Custom Research
TikTok/Reels/Shorts
Portfolio Planning
AR & VR Experiential
Branded Content Series
Explainer & Testimonials
Social Planning
Brand Portfolio Planning
Influencer Management
Brand Health Analysis
Paid Media Planning
Audio & Podcasts
Testing Strategy
Strategy
Dashboard Development
Brand Event Activation
Brand Programming
Video
Strategic Partnerships
Campaign Creative
Creative Platform
Market Analysis
Competitive & Category Analysis
Social Spaces
Television
Target Definition & Sizing
Media Buying
Creator Collaboration
Visual Identity & Design
Stunt Activations
Media Mix Modeling

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