Airstream’s Winter Wanderland Case Study
Thanks to targeted creative, a multichannel media plan and proactive, data-driven updates, the 2015 Winter Wanderland Sales Event increased year-end campaign sales by nearly 300%.
Campaign Sales YOY
Campaign Clicks YOY
Campaign Leads YOY
PUTTING THE “SALES” IN SALES EVENT
Airstream, builder of iconic travel trailers and luxury touring coaches, approached us about breathing new life into their annual year-end promotional campaign, the Winter Wanderland Sales Event. We were soon able to determine that a rebate offer – backed by a multichannel media approach and well-timed creative – would need to drive our efforts in order to achieve maximum results.
THE RIGHT OFFER AT THE RIGHT TIME
To increase previous model-year sales during a low-volume retail cycle that impacts the entire RV industry, we determined that a rebate offer would give Airstream dealers the best chance to move old aluminum fast. But to improve on the results achieved during the 2014 sales event, we knew the creative would not only need to be highly targeted, but consistently updated in order to re-engage past visitors who had yet to convert.
Utilizing robust audience segmentation techniques, we made the decision to tailor offers to specific leads. We wanted to prove that additional market share could be had by upping the rebate amount, while justifying a multichannel media approach with increased web traffic and conversions.
A PROACTIVE APPROACH TO SUCCESS
Not only did the 2015 Winter Wanderland Sales Event deliver a welcome shot in the arm to retail sales numbers during a historically low-volume time of year, it outperformed the 2014 campaign by a wide margin. Year-over-year, the 2015 effort increased the number of leads collected by 446%, contributing to a massive 266% increase in sales compared to the 2014 sales event.
Being agile and making adjustments on the fly was crucial for improving performance mid-campaign. This involved tailoring rebate offers to new Airstream contacts who were gathered using paid media, constantly refreshing creative and optimizing landing pages during each stage of the campaign in order to improve on previous conversion percentages.
In the end, we learned that the utilization of multiple digital channels produces more leads faster, as long as creative is consistently updated and new leads are ultimately presented with the right rebate offer.