Normalise campervan Sharing
360 campaign 🇳🇱
Goboony is all about enabling private owners to safely share their campervan whenever they’re not using it themselves. But ever since the company was founded in 2015, we’ve seen a fair share of haters. Campervan owners are scared, or they just don’t wanna share their vehicle. Our comment section routinely makes us wonder why the internet was even invented.
After years of carefully moderating the hate we decided to change things up a bit. Instead of trying to explain why sharing your campervan isn’t as scary as one might think, we would simply explain that leaving your campervan unused is stupid.
Thousands of people are looking for a campervan everyday, so why would you leave yours unused for 95% of the time? There’s no way that makes sense.
Media mix
We employed a mix of both big and bold media and highly targeted niche channels for this campaign. For big and bold, we ran full page print ads in the country’s biggest camping magazine, and we had celebrity and brand ambassador Geraldine Kemper share her campervan on our platform. For targeted activation, we chose community favourite apps and shows, with sponsored items in a podcast show and on a youtube channel, and we advertised in a mobile app for campervan owners.
Celebrity gossip & increasing search volumes
Tabloid / gossip media picked up the fact that celebrity and brand ambassador Geraldine Kemper started sharing her campervan on our platform. This turned into the most clickbaity articles you could imagine.
If campervan sharing makes it to national celebrity gossip, then I think we’re well underway to normalise campervan sharing. Because if a hot celebrity does it, than why shouldn’t you?
We also see both branded and non branded search volumes for campervan sharing are increasing and we even saw the birth of a new keyword this year. So campervan sharing seems to gain traction. But we’re no way near done yet.
