Go RVing worked with IZEA to reach millennial audiences to raise awareness and change their perception of RVing. With a goal to grow diversity amongst those who RV, the brand asked us to focus on reaching people of color.
Scope
Managed Sponsored Social
Video Production
Promoted Posts
KPIs
Awareness/Impressions
Engagement
Go RVing worked with IZEA to reach millennial audiences to raise awareness and change their perception of RVing. With a goal to grow diversity amongst those who RV, the brand asked us to focus on reaching people of color.
Scope
Managed Sponsored Social
Video Production
Promoted Posts
KPIs
Awareness/Impressions
Engagement
$0.51
CPE
784K+
TOTAL ENGAGEMENTS
54M+
EARNED REACH
2.47%
ENG. RATE
$0.51
CPE
784K+
TOTAL ENGAGEMENTS
54M+
EARNED REACH
2.47%
ENG. RATE
The Influencer Journey
We asked three influencers to immerse themselves in the RV lifestyle by attending the RVX conference in March 2019. A few months later, they embarked on RV trips of their own–exploring their passions during the Summer of 2019.
Platforms
Instagram
Facebook
Twitter
Blog
Diana Chen
@mvmtblog
54K
Followers
Olivia Christine
@ochristine
22K+
Followers
Local Adventurer
@jacobthefu & @estherjulee
348K
Followers
Influencers created content and posted across various social channels throughout their RV journey. Professional video production crews captured additional content throughout the campaign that lived on brand-owned properties to enhance storytelling and engagement.
#ad We've become so obsessed w/RVs after attending #RVX last month that we're taking our first RV trip this summer! Here's our fav type of RV (& others that fit other lifestyles)! https://t.co/C0lXImji83 @GoRVing #kickoffcamping https://t.co/CiDgdfNg6d
— Diana & Hope // MVMT Blog (@MVMTblog) April 24, 2019
A snippet of our epic #roadtrip to the Florida Keys with @GoRVing! Who else love sea turtles!? #ad #kickoffcamping https://t.co/RhjHKLAqnq pic.twitter.com/hloExI2QAa
— O. Christine (@OChristine) June 27, 2019
AD: We're featured on the new @GoRVing #kickoffcamping video. Come RV and climb with us! https://t.co/OHxweUre2H
— Jacob Fu (@jacobthefu) August 6, 2019
When you're ready, start planning your next RV trip here: https://t.co/5ZkGsAGSEa
We engaged 71 additional influencers to share the hero influencers’ trips to further amplify that content across Facebook and Twitter and drive social engagement with the brand’s message that RVing is accessible and fun for everyone. With the support of Promoted Posts, the content was then also boosted to a hyper-targeted audience.
#ad We're big fans of vanlife, but we'd love to try life on the road in an RV! An RV would be perfect 4 our dream trip of road tripping around US national parks! Check out this video for some RV inspo! @GoRVing #kickoffcamping https://t.co/nu0Di4z76R https://t.co/EOMb0miMYC
— Jules and Christine (@DontForget2Move) August 8, 2019
#ad With all of this moving talk we've been doing lately and seeing how amazing and updated these RV's from the RVX event are...I'm SURE we could find something to fit our lifestyle! 😉🏕🏝🏔😲 @GoRVing #kickoffcamping https://t.co/uItSwAkFVG https://t.co/vv01tpowBJ
— Cullen (@Culligan27) August 8, 2019
Now that we've added a new furbaby to our family, I'm excited to take an RV trip with our little adventure cat. Have you ever traveled in an RV with your pet? #ad @GoRVing #kickoffcamping https://t.co/tkKiBFukna
— Christy Woodrow (@OrdinaryTravelr) August 16, 2019
Watch video here: https://t.co/dVPgkX1Pbf
What's better... RVing or camping? I just came across a very cool new RV that offers both! Watch this video to see it in action. #ad #kickoffcamping @GoRVing https://t.co/hsLfzH1YUy
— ˗ˏˋTravel With Benderˎˊ˗ (@TravelwitBender) August 8, 2019
Vid: https://t.co/jCy9jn21Qe
WOW! Check out this beach camping set-up from @GoRVing. https://t.co/CGSzIGIDNz The couple says they are first-time RVers which makes me think I am totally capable of traveling this way too. Have you tried RVing with the family yet? #ad #kickoffcamping https://t.co/QWxGQoZvpV
— Mama Munchkin (@globalmunchkins) August 8, 2019
RVing is one of the best ways to travel. An ability to explore & experience places with amenities not normally available with traditional camping. It's basically a room with a view, anywhere! #ad @GoRVing #kickoffcamping #goexplore https://t.co/bjxIvpLRCT
— Fit Living Lifestyle (@sadotraining) August 8, 2019
Social Engagement
The campaign produced social conversation and positive sentiment about RVing with less than 1% of comments on Instagram posts having any type of negative sentiment.
Instagram Comment Analysis
80%
POSITIVE
19%
NEUTRAL
1%
NEGATIVE
Reaching Millennials and Growing Diversity
By partnering with IZEA, Go RVing’s #kickoffcamping campaign flooded social media channels during the peak summer travel season of 2019. Our experiential activations led digital audiences alongside the influencers’ journeys through blog posts, Instagram photos, videos and stories and Facebook videos.
The campaign drove robust engagements and generated positive perceptions amongst millennial audiences. Hyper-targeted to the core millennial audience with the support of Promoted Posts, the campaign had over 12,300 shares of content, 780,000 social interactions and over 13 million impressions.
143
PCS. OF CONTENT
13M+
IMPRESSIONS
784K+
TOTAL ENGAGEMENTS
12K+
SHARES
