THE HISTORY OF THE CAMPERVAN
Comfort Insurance are an award-winning insurance provider, specialising in cover for motorhomes, caravans and campervans.
When they approached Latitude, their goals were clear. They required a strategy that would bolster their online visibility.
5,000 visits to the campaign landing page
500 social engagements
10 or more backlinks from relevant websites
Even at the very earliest stage of the project, we were more than
aware of the potential obstacles we were faced with.
First and foremost, insurance isn't particularly exciting to most people. The concept needed to be creative, engaging, and be able to stand the test of time.
Our research phase informed us that there was a fair amount of campervan content on the web already.
So, instantly we knew we had to come up with something distinctly original.
The challenge was to find a new angle - to create something people thought was good enough to share, and when shared, able to stand out amongst a high volume of similar content.
We also found conflicting information during the research stage, regarding dates of production and names assigned for different models over a reasonably vast era.
So, ensuring the validity and authenticity of the information was essential when releasing the content to the various promotional communities.
The most significant challenge we were faced with initially however, came in the form of what we learned during our customer profiling stage.
We took Comfort's email database and cross-referenced it against the data universe available to us through Latitude's parent company - Callcredit.
We then reviewed the customer profile against demographics in Google Analytics.
Based on this information, we concluded that Comfort's largest customer base were motorhome owners who tended to be older and less engaged with online content.
It became alarmingly clear that we had an inactive primary audience.
So, we needed to find another more niche audience to target.
An audience who would feel much more obliged to visit the page and share across social media.
The more in-depth customer profiling exercise following this informed our solution.
We subsequently identified a younger secondary audience.
This consisted of people who typically owned campervans instead of motorhomes.
This was a more engaged online audience who we could isolate, not just in terms of their demographic, but also because of the way they felt about campervans - and more specifically the VW Campervan first produced in the '60s.
There's no denying it.
People who own campervans love that timeless VW model.
So, it became clear that the content simply had to be directed at these people.
Nostalgia became the angle we would use to differentiate the content from everything else out there, as the team began researching content we could use in addition to potential online communities to approach with the content from a promotional point of view.
When we felt that this stage of the project had been adequately addressed, our in-house Graphic designer, Emma Rose went to work on the page.
"When designing the imagery for the page, I played up the nostalgia factor by giving each decade a colour scheme reminiscent of that particular decade.
For example, the colours I chose for the 1950s section was inspired by fifties fashions, old advertisements and American diners.
By contrast, I chose the colours for the 1980s based on the 'neon noir' graphic style that was often used on film posters, games and albums of the time."
Senior Graphic Designer
Once this stage was complete, it was time to promote the page.
When the content finally went live, firstly it needed to be pushed across Comfort's social channels in an attempt to get it shared.
As part of the research process, we compiled a list of various pages on social media - from niche communities such as VW Campervan owners' clubs to actual events, including campervan meet-ups at places like Chester Racecourse.
This is reflected in the results...
- 8,626 visits to the page (73% above target)
- 1.9k social engagements (280% above target)
- 11+ highly relevant and natural backlinks (10% above target)
The project is now Comfort's most shared content from the past 12 months. It's also by far the most engaged piece from a social standpoint.
Comfort also sold six insurance policies online directly due to the campaign, which was an amazing result - as it meant the campaign essentially paid for itself.
In addition to this, our in-depth customer profiling exercise prior to the campaign ultimately paid dividends - saving the client from spending budget on a PR campaign aimed at the completely wrong customer.
This is now being reinvested into another creative project which the client is keen to proceed with - thanks to the success of the VW Campervan campaign.
"When you first look at this project, it's easy to fall in love with the visuals and creative writing on the page.
"But I'm most proud of the depth the team went into during the customer profiling stage.
"After identifying Comfort's customer as motorhome owners, who don't tend to use the internet to share content with friends - the team isolated the campervan audience. This led us to focus on those iconic Volkswagens. From there, the level of respect the team applied to this audience, and their love for the VWs, was what ignited the success of the entire project.
"It just goes to show the power of understanding your customer for what you create - not just where you promote it."
Head of Creative