eBay aimed to launch a new program that brought its Motors offerings to the general public in an earned-worthy way that resonated in culture. 

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My team engineered a creative campaign hinging on a storytelling platform where a unique talent builds a unique car, relying on the breadth and depth of eBay's vehicles, parts, and accessories. 

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For the debut program, we tapped comedian Pete Davidson to build and spec-out the ultimate 'dad van' as he prepared for fatherhood. 

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We teamed up with Pete, tapping a YouTube-famous car builder, and revealed the minivan to Pete in an epic video moment. eBay and Pete also built a second minivan to auction off for charity. 

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Primary Objective:

Drive awareness and credibility for eBay as a trusted destination for automotive needs. 

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Results:

The campaign was a smashing success, reaching 8.5 billion impressions and receiving coverage in People, Parents Mag, GQ, Hot Cars, USA Today, Motor1, Car, etc. 

 

We achieved 40 unique placements from earned media and a +23 point lift in consideration for the client. 

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