Go RVing‘s new campaign debuted with all-new branding, messaging, and creative content this spring. The components of the campaign are divided into three categories, which are Retain, Recruit, and Educate, as per the News & Insights report of the RV Industry Association.
Advertising was seen across various media, including paid search, online video, connected TVs (CTV), over-the-top media services (OTT), radio, paid social media, and cable TV.
Metrics gathered throughout April indicate that the pieces of the campaign specifically focused on retention messaging generated quality traffic to Go RVing’s website. They also featured the lowest bounce rates of any Go RVing campaigns, including “recruit” and “educate” pieces of the campaign.
Online video was the top-performing channel, driving 47% of the total impressions and 61% of the total clicks. The audio streaming resulted in 83,822,706 impressions, whereas network radio generated 99,894,600 impressions. Linear media, including TV full-episode players and cab, generated 185,256611 impressions during April.
Other types of media also fared well. Print delivered a total circulation of 1,575,000 impressions, and CTV and OTT accounted for 14% of the total campaign impressions.
On social media, the Facebook and Instagram “recruit” campaign delivered the highest amount of impressions which is 49.7 million, out of all Facebook campaigns.
Likewise, paid social media from Facebook/Instagram drove 46,662 link clicks and 24,808 landing page views. The new TikTok campaign also performed exceptionally well, totaling 45,320 clicks.
Display ads drove the second-highest amount at 39% for both impressions and clicks. Paid search was also successful; it generated 505,361 clicks and 9,012,233 impressions throughout April.
To learn more about Go RVing’s rebranding, check out the video here.