The car and motorcycle spare part range on eBay is really vast: with millions of available pieces and accessories, everyone can find the piece they need, at the right price, among new or re-used parts.

How do we build awareness in a turbulent sector?

How do we communicate this to the general public and an enthusiastic but non-professional target?

How do we reach automobile enthusiasts with a certain level of knowledge and interest in repairs?

Qualitative objectives:

Introduce eBay and its automobile spare parts offer to a hard-to-reach target.

Build brand preference through a strong creative concept driven by influential content creators.

Quantitative objectives: 1 million views.

eBay’s automobile spare part inventory is so vast that we could restore an entire car.

eBay challenges 2 YouTubers to transform a Citroën C2 VTS.

eBay Spare Car, the first car 100% powered by eBay.

The city car will become a track-ready racing vehicle thanks to 2 passionate influencers who will purchase the necessary parts on eBay. These automotive renovation projects, named Trackdays, are trending on YouTube among this niche audience. eBay is teaming up for the first time a highly anticipated duo by the French automotive community: Anthony Perrier et Benjamin Workshop, one passionate about mechanics and humour, the other an automotive engineer.

This operation will be broadcasted on the influencers’ YouTube and Instagram accounts, to reach directly the automobile enthusiast community.

eBay Spare Car allows us to showcase eBay’s automobile spare part offer: to find all the parts we need, at the right price, among new or re-used parts.

By associating a strong creative concept and the reputation of two influencers, it is possible to reach a precise and strategic target for the brand: non-professional automotive enthusiasts.

Overall, eBay Spar Car allows building brand preference by proposing original and entertaining content. The implementation of a contest to give away the car to a community member strengthens even more the operation and the engagement of the communities.

Each influencer documented the repairs and renovations of this car in a video, each published on October 7, 2023: tire changes, exterior customisations, oil change, hood repair, spark plug replacement. The entire car went through Anthony and Benjamin’s hands before being tested on the track to see what this small city car is capable of.

To engage the target, this car was the prize to be won in a contest organised by the influencers. The winner was sorted out from the comments and the keys were handed to him on December 10, 2023, at Anthony’s garage.

During the entire operation, and in order to maximise visibility, Anthony Perrier and Benjamin Workshop created Short and spontaneous content to show the repair progress and promote the contest on Instagram and YouTube.

15 published contents

2.8 million people reached

1.4 million views

4.6% engagement rate, including 75 000 interactions, of which 15 000 contest participations.