Airstream’s 2017 Basecamp Product Launch
How a multimedia approach to email marketing, paid media, and social drove massive engagement and conversions for Airstream’s newest product.
Facebook Canvas ad cost per conversion
Percentage of total leads generated by social channels
Overall campaign ROI
Getting the Most from Old and New Channels
With a critical product launch on the horizon, Airstream, a leading luxury travel trailer and touring coach manufacturer, asked us to help promote their newest product—the 2017 Basecamp Travel Trailer. Having worked with the client on paid media and email campaigns in the past, our team recommended expanding the launch further, testing new channels to increase awareness and drive leads in conjunction with Airstream’s multi-faceted plan.
“The 2017 Basecamp Travel Trailer was a really important launch for us because it differed greatly from most of our other trailers—it’s a lower price point, lighter to tow, and built for adventure. Understanding the product and our target audience, Element Three went above and beyond our expectations, driving leads from staple channels like email and paid, as well as through innovative social media campaigns that created awareness in a new demographic.”STEVEN HILEMAN – MARKETING MANAGER, AIRSTREAM
Using Social Media to Target the Right Audience
In addition to paid media and email marketing, our team decided that an Instagram campaign and Facebook Canvas ad would deliver the best results for Basecamp’s target audience. Taking existing assets from multiple sources and repurposing them into effective creative, we built a multimedia Canvas ad and Instagram campaign.
We knew that to be successful the ads had to be inspirational, so we included content such as panoramic imagery, high-quality photography, and video to the Facebook Canvas ad. Additionally, the Instagram campaign encouraged user engagement and discovery through the creation of campaign-specific accounts such as @airstream.basecamp, @basecamp.design and more.
Although all elements of the campaign contributed to the launch’s overall success, the Facebook Canvas ad surpassed all expectations. With a relevance score of 9/10 within Facebook — a rating that gauges how well your target audience is responding to the ad — the promotion had over 1.9 million impressions and was able to drive high-quality traffic with a 7.21% click-through rate. For trailers that retail at $35,900 MSRP, Facebook cost per click was a mere $0.03, with cost per conversion only slightly higher at $1.28.
In the end, paid and organic social accounted for 14.5% of overall leads. Across all marketing channels, the 2017 Basecamp Travel Trailer campaign generated a 39x ROI for Airstream.
Download the Airstream Basecamp Product Launch Executive Summary from Element Three.