Case study · Automotive & transport
Snowy River Caravans builds and supplies a wide range of affordable yet stylish caravans for a wide market.
The challenge
Snowy Caravans builds and supplies caravans for buyers who want style without the premium price, which gives the business an unusually wide target market. Demand for leisure vehicles had risen, and the goal was to capture a larger share of that growing market before competitors did.
Doing that meant more people needed to know the brand existed, and more of the people who did know it needed to get in touch.
Stronger brand awareness was needed to drive growth and increase leads. The business came to us for a digital overhaul with several goals: increase online leads, reach new customers across its wide target market and lift awareness of the Snowy Caravans brand. Improving the return on advertising spend was an added priority.
The Google Ads account and the social channels both had a part to play, and both needed to be rebuilt around those goals rather than left running as they were.
Approach
The first step for Google Ads was to create six new campaigns, each focused on either brand awareness or lead generation rather than trying to do both at once. Fresh keyword research supported the lead generation work, and every ad group was built around a specific keyword theme so the ads matched what people were actually searching for.
Social media needed a different, more layered approach, starting with understanding the market before spending anything.
We began with in depth market analysis and a marketing strategy for the social channels. That included a competitor analysis, looking at what competitor ads were running and what kind of content they were producing, so the Snowy Caravans creative could stand apart rather than blend in.
From there we built a new audience with a brand awareness campaign. The aim was to introduce the brand to people who had never heard of it and grow a warm audience that the lead generation campaigns could then work with, rather than asking a cold audience to enquire straight away.
The shift
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The work
The six Google Ads campaigns and the social advertising ran together, with awareness campaigns building reach and lead generation campaigns converting it. Across the campaigns, the work generated 172 leads with better engagement than the business had seen before.
Total impressions across the campaigns.
Growth in impressions.
The social creative did the awareness work, putting the caravans in front of a new audience in the places they already spend time, while the search campaigns caught people who were ready to compare models and ask for a price. Reaching more of the right people produced more clicks, and tighter keyword themes meant more of those clicks turned into enquiries.
Increase in conversions.
Increase in clicks.
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