Case study · Automotive & transport
Regent Caravans offer the top range of quality caravans in Australia, yet they were suffering from a lack of brand awareness and engagement with their target audience.
The challenge
Regent Caravans builds some of the highest quality caravans in Australia. The product was not the problem. Awareness was. Too few of the people shopping for a premium caravan knew the Regent name, and those who did were not engaging with the brand online in any meaningful way.
The business needed to change how it showed up in front of its target audience, from the first ad someone saw to the website they landed on afterwards.
Demand for premium caravans was growing, yet the Regent Caravans customer base was barely growing with it. The market was there to be captured, and the brand was not capturing its share.
Regent Caravans asked us to transform its online presence on several levels at once. That called for a multi-layered strategy with three goals: lift brand visibility, attract new customers through better lead generation, and do both while optimising the return on ad spend. None of the three could be sacrificed for the others.
The social ads were the most visible part of that presence and the first thing most prospective buyers would meet, so they had to carry the premium positioning of the product from the first impression.
Approach
We began with in-depth market and competitor analysis. Before writing a line of copy or setting a bid, we needed to understand who was buying premium caravans, what the competing brands were saying to them and where Regent could stand apart.
That research shaped a tailored marketing strategy built around customer engagement rather than reach for its own sake. The aim was to be seen by the right people, then give them a reason to stay in contact with the brand.
The strategy worked on multiple levels. Social advertising built visibility and put the caravans in front of people at the stage when they were dreaming about a trip. Google Ads campaigns caught the same people later, when they were actively searching for a premium caravan and ready to compare brands.
Both channels pointed to the Regent Caravans website, and because so many prospective buyers browse on a phone, the mobile experience had to hold up to the promise made in the ads. Every element of the plan was measured against the three goals set at the start, so that visibility, lead generation and return on ad spend were improved together rather than one at the expense of another.
The shift
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The work
The campaigns put the Regent name in front of a large audience of prospective caravan buyers, and the people who saw the ads responded. Because the targeting and creative were built from the market research, the ads reached the right audience and a growing share of them clicked through to learn more.
Total impressions across the campaigns.
Increase in click-through rate.
Decrease in month on month cost.
The Google Ads creative was written to match the way buyers search, pairing the premium positioning of the caravans with a clear next step for someone comparing brands. Alongside the social ads, it gave Regent a presence at the point where interest turns into a shortlist.
For Regent Caravans the outcome is a brand that now meets its audience at each stage, from the first scroll past a social ad to the search that leads to an enquiry. Visibility, lead generation and return on ad spend were the three goals set at the start, and the strategy was built so that progress on one did not come at the cost of the others.
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