A dealer co-op marketing program that pivots with the market

Airstream

Behind the scenes of Airstream’s flexible, scalable dealer lead engine

Supply chain volatility has changed the way many brands, including Airstream, create and move inventory. One quarter, there’s a surplus; the next, a shortage. Still, lead generation has to continue, no matter what. That’s exactly what Element Three designed Airstream’s dealer marketing program to do.

398 Avg. Leads Per Day

244 Dealer Visits from Ad Viewers

THE PROBLEM

Always on, always changing

Because they don’t sell directly to consumers, Airstream always has to balance the needs of the company with the needs of their national dealer network. The company needed to keep brand awareness and consideration high so that Airstream was never far from the mind of prospects. Meanwhile, dealers needed lead-generating marketing that was creative, nimble, and able to turn different dials when factors like inventory, wait times, and demand inevitably changed.

The Airstream Dealer Network:

All Airstreams made at Airstream HQ
Customers buy via 70+ dealers
Across U.S. and international
Dealers choose their product inventory

THE SOLUTION

Dreaming to Streaming: something for everyone at every stage

We all have a dream we want to make real, but we keep it on the shelf until we feel ready. That’s how a prospect goes from dreaming to (Air)streaming, too. And we needed a campaign that could motivate prospects to take the next step, no matter where they were in their journey. That way, dealers could capture and nurture leads who were just starting their shopping journey, all the way to leads who were ready to walk onto the dealership lot. And Airstream could keep their prospect funnel full while the supply chain fluctuated.

Tactics we deployed:

Quarterly changing creative
Gated original content
Connected TV with QR codes
Programmatic display
Paid social media
Lead conversion web pages
Lead nurturing emails

40M+

Audience Impressions

$10.12

Cost Per Lead

$156K

Avg MSRP of an Airstream

The Work

Social Media

Browse other Airstream projects

If you, like Airstream, sell through a dealer network and must balance the needs of both your company and your dealer partners, we’re the partner who can help you level up. Browse other Airstream case studies to see how.