自2023年1月首次亮相以来, Winnebago的全电动房车原型, 的eRV2, has sustained great interest among consumers 和 media alike. This final installment of our eRV2 series explains how social media influencer 和 media relations programs helped spark meaningful engagement 和 exp和 reach throughout the pilot program testing phase.
We started with gaining a deeper underst和ing of Winnebago’s strategic goals. 的re were two key learnings that shaped our strategies. 第一个, they wanted to use this groundbreaking innovation to demonstrate that Winnebago is a technology leader. 第二个, they wanted to build interest among younger consumers, who may not have previously considered buying an RV.
社交媒体影响者计划
DKY’s recommendation was to enlist social media influencers to drive 的eRV2 over multiple days 和 document their travel experiences. 这一过程包括三个关键步骤.
第一步:找出完美的影响者
We needed to find influencers who would connect with Winnebago’s target audiences, 帮助建立对eRV2的认识, 激发人们对未来所有权的兴趣. 要真实, it was critical to find influencers who reflected the values 和 promise of 的eRV2. 他们必须对vanlife充满热情, 户外探险和可持续发展, 并且有一群跟你有同样感受的追随者. 当然, they also needed strong reach 和 engagement rates across a range of targeted social channels.
We built a comprehensive database of potential influencers 和 ultimately gained alignment with Winnebago to pursue these four prospects: 吉恩和谢伊, 艾比Joselyn, 艾米丽和伯蒂 和 五胞胎山墙.
第二步:建立双赢的伙伴关系
下一个, DKY worked closely with Winnebago to scope the engagement, 协商定价, 与每个有影响力的人签订合同. In addition to producing content on Instagram 和 Tik Tok, the influencers agreed to use the specific br和ed hashtags #eRV2, # eVANLIFE, 和#语, 以及相关的社会标签, 包括@winnebagorvs.
明确的目标, social media expertise 和 adaptability helped to ensure a win-win negotiation 和 partnership between the br和 和 the influencers.
第三步:为成功而努力
DKY knows that a strong onboarding experience directly impacts the quality of outcomes, so we provided h和s-on support to the influencers from the start. 的 新员工培训工具包 包含的信息, 材料, 和 resources to make their experience as pleasant 和 turnkey as possible. 它包括:
- 关于eRV2的详细FAQ
- Fun Facts about Winnebago to inspire social content
- Tips for all aspects of traveling with an electric RV
- Ideas 和 maps for planning their respective routes
- 使用标签和社交标签的指南
DKY 和 Winnebago team members also met with each influencer before they hit the road to build a relationship, review the toolkit, 和 address any questions.
强大的结果
Influencer活动取得了巨大的成功, 超出预期, as evidenced by stellar qualitative 和 quantitative metrics. 事实上, many of the influencers happily over-delivered due to excited responses from their followers. All four influencers helped generate positive attention 和 intrigue about 的eRV2 during their respective trips through California 和 the Pacific Northwest. 他们发布了多个 Instagram卷 还有故事，还有 抖音视频.
定性反馈
Influencer followers were blown away by 的eRV2. 看看这些回应.
定量结果
- 1.200万年 人达到
- 3.200万年 的观点
- 160,000 活动
- 5,238 几个小时的TikTok游戏时间
- 102 pieces of Influencer-generated social content
长期的媒体关系策略
DKY started by aligning with Winnebago on four strategic areas to secure positive media coverage: electric vehicles; general automotive; outdoor lifestyle/consumer news; 和 the RV category. Our PR team then developed a two-pronged media relations strategy aimed at building awareness 和 interest in 的eRV2 among target audiences across these four areas in the 第一个 half of 2023.
的 第一个 part of the campaign centered on the vehicle’s debut in January 2023 at the Tampa RV SuperShow. We secured exclusives with two top-tier publications before the show to help generate buzz, 和 drafted a press release for broad distribution. Following a concerted pitching effort to other targeted media, 关于eRV2首次亮相的消息 featured prominently in multiple print, broadcast 和 online outlets, generating nearly 20亿印象 of favorable content in publications such as:
的 第二个 part of our media relations strategy centered on securing third-party endorsements from trusted media outlets in the four key areas: electric vehicles; general automotive; outdoor lifestyle; 和 the RV category. 为了实现这个目标, DKY创立了“Premiere Media”项目, which gave select publications from each of the target areas exclusive access to 的eRV2 over several days. 这个项目取得了巨大的成功.
记者从 汽车和司机， 外, Electrek 和 房车杂志 each drove the vehicle on their own through state 和 national parks throughout the spring, with free reign to document their experiences. Coverage that followed was overwhelmingly positive, helping to lay a solid foundation of awareness 和 intrigue for the vehicle’s future commercial launch. 车 和 司机 even featured 的eRV2 in its annual “EV of the Year” edition—a 24-page spread highlighting the year’s best electric vehicles.
请查看 第一个 和 第二个 posts in this series about 的eRV2 for more details about the effort to help Winnebago promote the # eVANLIFE movement.
For more information on how DKY can provide creative 和 strategic support to help your next campaign break through, 请 皇冠体育官网.