Go RVing launched a new media campaign this spring including new branding, messaging and creative content.
Metrics gathered throughout April show campaign pieces focused on retention messaging drove quality traffic to the Go RVing website. Retention messaging pieces had the lowest campaign bounce rate, including the “recruit” and “educate” campaign pieces.
The top performer, online video, drove 47% of the total impressions and 61% of the total clicks.
Streaming audio generated 83,822,706 impressions and network radio generated 99,894,600 impressions. Linear media, which includes TV full-episode players and cable, generated 185,256,611 impressions in April.
Other media types also fared well, Go RVing said. Print delivered a total circulation of 1.575 million impressions. Connected TVs and over-the-top media services totaled 14% of the total campaign impressions.
On social media, the Facebook and Instagram “recruit” campaign delivered the most impressions (49.7 million) of all the Facebook campaigns. Paid social media from Facebook/Instagram drove 46,662 link clicks and 24,808 landing page views. The new TikTok campaign also performed extremely well, Go RVing said, with 45,320 clicks.
Display ads drove the second-highest amount of impressions and clicks at 39%. Paid search generated 505,361 clicks and 9,012,233 impressions.
Learn more about Go RVing’s rebranding.
