Mod Garage
The first TikTok studio for car modding to introduce eBay Motors to a new audience.
Background
TikTok saw tremendous growth in ‘modding’ content from creators of all ages, becoming a destination for motors inspiration and know-how. Yet, eBay Motors had no presence on the platform. To drive awareness and trust among new and experienced modders, eBay Motors would launch on TikTok with an ownable moment that empowered creators to make engaging, TikTok-first car content.
What we did
The Mod Garage: A branded garage meets TikTok studio where motors experts became creators under one roof, showcasing the power of modding with eBay Motors parts & accessories (P&As). Using the garage as a backdrop for every project, eBay Motors flooded TikTok with modding content to create an unignorable launch moment for the brand on the platform. The legendary garage, Hoonigan, helped bring the space to life while 7 motor enthusiasts made up the “Mod Squad,” bringing their rides to the garage to complete projects on their vehicles with eBay P&As.
The Garage
The Mods
84.8M
paid TikTok impressions helping launch eBay Motors on the platform and put its expertise in front of new and experienced auto enthusiasts
The Reaction
8.3%
average engagement rate across influencer social channels – 2.3X higher than benchmark average performance
1M+
owned organic impressions which successfully built a connection between eBay and Guaranteed Fit