Since first established in 1995, eBay’s goal has been to connect people and build communities that create economic opportunity for all. By creating an online shopping pathway that connects millions of sellers and buyers in more than 190 markets around the world, they have empowered their customers to grow and thrive no matter their product or location.

The Challenge: eBay Motors was relatively unknown as a premier destination for auto parts. The goal of the campaign was to establish eBay Motors as THE place where customers can find auto parts and accessories to fit their vehicles, build awareness and differentiate available inventory. A secondary objective is to improve unaided brand awareness for eBays Guaranteed Fit program, intended to establish and build trust among auto part consumers.

The Solution: Establish eBay motors as the exclusive auto parts provider for the Locked On Podcast Network, with Host Read ad integrations across 100+ shows from our NBA, MLB and NHL networks. Leveraging weekly live reads over a twelve-week test on all networks, our hosts provided personal anecdotes about their experiences working with eBay and built trust with our listeners to try eBay through their Guaranteed Fit program.

The Results: Locked On listeners were ready to work with an established brand for all of their auto parts needs, flocking to eBay to purchase parts at the start of the summer. Our hosts instilled trust and credibility which resulted in listeners taking action. The campaign’s success led to an expanded partnership in Q3, tapping into our NFL and College networks and featured the creation of a one-of-a-kind, two-minute branded segment centered around the Guaranteed Fit program.

Key findings showcased that Locked On generated significant lift across key KPI benchmarks including aided and unaided brand awareness, message association, and most notably, an 8.9% lift in brand favorability against male consumers.

“According to our pixel-based attribution partners, Locked On became eBay’s highest performing media partner since Q1 2021. We are thrilled with the robust performance of this activation and look forward to a continued partnership.” – EssenceMediaCom