Go RVing’s recent influencer collaboration targeted an influencer with an audience of over 4 million followers. Last week, with former Olympic gymnast Shawn Johnson shared her recent family trip in an RV, in partnership with Go RVing.
The partnership came a week after Go RVing worked with another former Olympian, Shaun White. Both collaborations are part of the coalition’s stepped-up 2024 influencer program.
RVIA Senior Director of Events and Marketing Jeremy Greene said, “The scope of the campaign this year is significantly bigger in terms of size of influencers.”
Johnson was a gold medalist from the 2008 Beijing Olympic Games. She was a Paris 2024 Olympics correspondent. Today, she is an influencer with a family focus.
Her posts went live during the second week of the Paris Olympics. Johnson’s posts featured herself, husband Andrew East and their children enjoying their trip in a Jayco motorhome.
Greene said Go RVing was hoping to attract young families with the content.
The trip was the family’s first RVing experience, a contrast from the connection with Shaun White, whose family took RVing trips during his childhood. During an initial meeting with Go RVing, East said he had been dreaming about RVing.
Greene said Go RVing was attracted to the family because their social media content makes followers feel like part of their family.
According to Greene, Go RVing felt it was important to broadcast an authentic campaign.
He said he wanted influencer content to not “feel like an ad when the content went out to their audiences.”
Go RVing partnered with another influencer geared toward a family audience this month. The coalition chose Jess Darrington because of her family-friendly traveling tips.
Many of Darrington and Johnson’s followers were likely not familiar with or researching RVing.
According to Greene, consumer engagement was positive. The campaign drew attention from different audience segments. Followers expressed RVing interest in the comments.
Go RVing will roll out nine more influencer partnerships as the year continues. Greene said the coalition is targeting various audience segments through its collaborations, including different ethnicities and adventurers.
