GO RVing

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

Addi McCauley
Account Director

Molly Hall
Campaign Manager

IZEA

Influencer Marketing Experts

The sheer logistics of what we pulled off here is impressive. We concepted, planned and executed three totally separate trips. And in order to have content go live from the road in real time, we had video production crews following the influencers throughout their trips.

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.

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.

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

IZEAx Unity Suite was used by IZEA’s managed services team to manage the GO RVing’s #kickoffcamping campaign. Features used to run the campaign include: Discover, Engage, Create, Transact, Distribute, and Measure.

Talk with our influencer marketing experts.