My Garage with eBay

Client: eBay UK

eBay's latest campaign, My Garage, celebrates the joy of DIY vehicle maintenance, following the success of its 2023 "Built Different" campaign. Promoting eBay Assured Fit, it highlights the ease of finding the right parts at the right price using the Parts Finder tool, allowing users to find exact parts by entering their registration plate, with the eBay Money Back Guarantee ensuring refunds if parts don’t fit.

eBay takes fans behind the scenes of the UK’s top automotive creators’ garages. Each episode features the host working on their vehicle, showcasing their passion for restoration. By tapping into the DIY spirit of car owners, eBay positions itself as the go-to for vehicle repairs. The campaign illustrates how eBay supports UK’s car owners’ learning and growth over time. Mat Armstrong, stated, "I had a lot of fun shooting on set for the My Garage campaign. Being part of something as big as working for eBay was a massive achievement for me." The campaign leverages real data, testimonials, and demonstrations of the Part Finder tool. Famous faces share their eBay finds, experiences, and ratings, blending product reviews with their enthusiasm for cars. Content ran across YouTube, Google, TikTok, Instagram, Meta, influencer channels, and eBay's social channels. The campaign achieved remarkable results: +86.9% brand recall on TikTok, +16.4% purchase intent, and a 7.6 point message association increase on Meta. My Garage set a benchmark for integrated campaigns, weaving multiple product benefit messages into a cohesive narrative, while representing relatable owner stories.