eBay: The Great British Fix Up
Key Takeaways
- eBay Parts & Accessories (P&A) needed to grow awareness of eBay’s P&A category and assert itself as the no. 1 place to shop.
- A video series was created on topgear.com, supported by print content as well as at the Goodwood Festival of Speed event, bringing real stories to life.
- The VTR of 28.8% was almost double the 15.9% Top Gear benchmark.
One Page Summary
Client Quote
“Our partnership with Top Gear has not only exceeded targets on paper, but has helped us to deepen our connection with enthusiast customers. The engagement on our custom built hub has blown us away; from the educational ‘how-to’ hacks to the uplifting eBay Fix Up series.
Meeting passionate motorists where they are has allowed us to be more targeted in our mission to drive awareness and credibility of our car parts and accessories offering – all without compromising our goal to spark joy with the content.”
Christina Marshall – Brand marketing Manager at eBay
The Challenge
eBay Parts & Accessories (P&A) offers everything that car enthusiasts need to fix, tweak, upgrade and maintain their cars. The challenge was to reach target audiences of Passionate Tinkerers and Money-Saving DIYers to drive advocacy and build credibility with the enthusiast audience, assert eBay as the no.1 place to shop for parts and accessories and grow awareness of eBay and the P&A category.
The Plan/Execution
BBC Top Gear was chosen ad a partner as it reaches both Passionate Tinkerers and Money-Saving DIYers audiences at scale. 73% of Top Gear readers say they shop online for lower prices, with more than a third agreeing “I would buy from any website as long as it’s the cheapest”. Crucially, 71% agree that online advertising plays a part in influencing their buying choices.
A wealth of content designed to inspire Top Gear readers and users to undertake a DIY motor project and use eBay to source the required parts and accessories was placed on a custom-built hub on topgear.com, entitled eBay’s Guide to Thrifty motoring. At the heart of this was The Great British Fix Up with eBay – a three-part video series presented by The One Show host Ortis Deley. A family with a campervan in dire need of a facelift was featured. eBay gave them a budget to spend on all the things they need, sourced from the P&A platform. The series showed the family restore their van to its former glory, using only parts from eBay’s Parts & Accessories. In addition, Immediate created a three-part series of tutorial videos, showing step-by-step instructions and visual demonstrations of how eBay’s Parts & Accessories can be used for DIY projects.
Digital activations were supported by display and advertorial content within BBC Top Gear magazine, in addition to an event activation at the Goodwood Festival of Speed. This multi-channel partnership threaded eBay P&A across BBC Top Gear’s digital, print and experiential touchpoints, bringing to life real stories and real advice.
Links
https://www.topgear.com/advertisement-feature/ebay-guide-to-thrifty-motoring
Results
While results of the brand uplift study are pending, the campaign’s KPIs were exceeded across the board:
- Top Gear Hub: 175,683 page views vs 76,500 booked (130% over delivery)
- Social Video Views: 525,188 video views vs 85,000 booked (1,135% over delivery)
- The VTR of 28.76% was almost double the 15.90% Top Gear benchmark, illustrating high levels of engagement.
- High CTRs across the Top Gear digital takeover of 1.14% versus benchmark of 0.46%
- The campaign has delivered over 9.8m reach.
