This is how eBay used pop culture to pull in 20 million YouTube views in 12 days. ㅤ It starts with actually knowing their buyer. ㅤ The Keep Your Ride or Die Alive campaign for eBay Motors launched late last year, and it’s basically a love letter to car culture. ㅤ The spot follows what it really means to be an enthusiast. ㅤ Late nights in the garage. ㅤ Test drives with friends. ㅤ Overnighting parts from eBay. ㅤ Building something that’s personal. ㅤ And that’s the point. ㅤ eBay Motors knows a huge portion of their customers are enthusiasts sourcing parts for specialty builds. ㅤ More importantly, it shows that eBay actually gets the culture. ㅤ There’s also a strong Latin American car culture influence throughout the ad. Lowriders, a predominantly Latino cast, and a soundtrack built around International Players Anthem. ㅤ By leaning into their core demos, eBay stays relevant with existing buyers while building a stronger brand story at the same time. ㅤ What’s especially smart is how restrai...