RVing adventures are populating millions of consumers’ Instagram and TikTok feeds as Go RVing partnerships appear on social-media platforms. The coalition made a huge investment in its latest campaign to attract various consumers to RVing.
The program kicked off when three-time snowboarding Olympic gold medalist Shaun White uploaded content from his Go RVing-funded trip to Mount Hood in Sandy, Oregon, in June. The celebrity shared his adventure in a Tiffin Allegro Type A motorhome with his 2.2 million Instagram followers.
White posted his content July 30, four days after the Summer Olympics kicked off in Paris. White is the largest influencer partnered with Go RVing to date.
RVIA Senior Director of Events and Marketing Jeremy Greene said, “Our influencer program was absolutely a significant investment this year.”
The coalition reached out to White in April. Go RVing targeted White due to his outdoor adventure enthusiasm and young following. Upon conversations with White, Go RVing discovered he RVed with his family during his childhood and sought to return to the pastime.
According to Greene, many influencers the coalition contacted had childhood RVing memories or were looking into buying an RV.
Partnering with White was part of a shift in Go RVing’s priorities in working with influencers. The coalition shifted its focus this year from smaller, RV-related influencer partnerships to larger influencers with differentiating audiences.
“We really made an effort this year to kind of step up our game in this space,” Greene said. “We recognized where consumers get their inspiration from and shifted to social media and content creators.”
At the end of 2023, Go RVing identified 30 potential influencers, then narrowed its selection down to 15. In the coming weeks, all 15 partners will share their trips on social media.
Greene said the coalition did not want the posts to feel like an ad.
“We wanted to make sure that whoever we worked with, it was really authentic,” Greene said, “and it did not feel like an ad when the content went out to their audiences.”
Maddy Rose, known by her Instagram handle Madelyne on the Move, was another influencer who posted her Go RVing-sponsored trip this week. Rose is a female outdoor adventurist with nearly 185,000 followers. Go RVing selected Rose based on her female adventurer audience.
More influencers will soon share RVing trips. According to Greene, next week an influencer with twice White’s following will post on their Go RVing trip.
