# @sterling_voth on Instagram

- **Type:** Video
- **Original URL:** https://www.instagram.com/p/DYQSSl3DnL9
- **Gondola URL:** https://gondola.cc/posts/65553239-sterling-voth-instagram
- **Thumbnail:** https://img.gondola.cc/tr:w-,h-,fo-auto/postThumbnails/30b94449b3.jpg
- **Posted:** 2026-05-12T21:56:37.000+00:00
- **Account Owner:** Sterling Voth (@Sterling_Voth) — https://gondola.cc/Sterling_Voth

## Caption

This is how eBay used pop culture to pull in 20 million YouTube views in 12 days.
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It starts with actually knowing their buyer.
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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.
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The spot follows what it really means to be an enthusiast.
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Late nights in the garage.
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Test drives with friends.
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Overnighting parts from eBay.
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Building something that’s personal.
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And that’s the point.
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eBay Motors knows a huge portion of their customers are enthusiasts sourcing parts for specialty builds.
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More importantly, it shows that eBay actually gets the culture.
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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.
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By leaning into their core demos, eBay stays relevant with existing buyers while building a stronger brand story at the same time.
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What’s especially smart is how restrained the ad is.
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This is a top-of-funnel awareness play. There’s no hard CTA. They briefly mention having 122 million parts and a guaranteed fit program, but the ad isn’t about eBay. It’s about the culture around cars.
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That might feel counterintuitive, but this is how you build brand equity.
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And brand equity compounds. Over time, that added trust and confidence can be worth hundreds of millions.
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I think eBay absolutely crushed this one.
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Curious what you think?

## Stats

- **Views:** 5,275
- **Likes:** 499
- **Shares:** 0
- **Comments:** 5

## Credits

| Name | Username | Profile | Role |
| --- | --- | --- | --- |
| Sterling Voth | @Sterling_Voth | https://gondola.cc/Sterling_Voth | Director of Photography |

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