When you launch new caravan models, the real challenge isn’t building the product — it’s making sure the right buyers actually notice it.
For On The Move Caravans, the objective was clear: drive serious product awareness for new ranges through high-quality launch content distributed via Australia’s biggest RV media channels. The content wasn’t designed as a direct “click to website” campaign — it was designed to get the market talking, searching, and shopping.
And it worked.
Over four years, Meerkat Creative has supported On The Move with consistent brand storytelling and campaign content. This particular project captured a pivotal moment: a media-led product launch where our team produced tailored video and photography assets for multiple publishers — each with different audience behaviour, platform strengths, and content requirements.
The Brief
On The Move needed content that could:
Introduce and position new product ranges in a crowded category
Deliver media-ready assets for the top RV publishers (video-first, web-first, and print-first)
Build awareness at scale — and keep momentum flowing long after launch week
The campaign success would be measured through visibility signals: views, engagement, and flow-on behaviour like branded search and website traffic lift.
The Strategy: Media-Led Distribution + Multi-Format Production
This wasn’t a single deliverable shoot. The distribution strategy relied on several RV media outlets publishing content that matched their format and audience expectations. That meant we had to be flexible, fast, and editorially aligned.
Our production approach was built around one idea:
Make it easy for major publishers to tell the On The Move story — properly.
Tailored content for each outlet
Each journalist/publisher wanted something different:
One outlet wanted photos only to support a written feature.
GoRV (video platform) wanted raw video — approximately 15 minutes of product-focused footage for their edit.
Caravan & Camping Sales wanted a more structured video cut to their editor’s specifications.
Caravan World (print-led) prioritised high-quality photography for magazine storytelling, with a short teaser video.
Meerkat Creative AMI Awards for…
That adaptability is where Meerkat thrives — producing content that stays consistent in brand quality, while meeting the technical and storytelling needs of each channel.
Content Delivered
Across the launch campaign, Meerkat Creative delivered:
Media-ready video assets (raw and edited, depending on outlet requirements)
A comprehensive suite of professional photography suitable for web and print
A content library On The Move could repurpose across:
digital ads
website updates
blogs
social media
YouTube playlists
Simon described it simply: this campaign helped solve an internal challenge too — On The Move had been content-starved, and this launch created enough runway to support marketing for months.
Results: Visibility That Created Real Market Movement
1) Website traffic lift (even without “traffic to website” being the primary goal)
While the content lived on media platforms, it created a clear flow-on behaviour: people watched, then Googled On The Move.
Typical baseline: ~200 users/day
A notable spike day: 339 users/day
Peak spike day (when Caravan & Camping Sales published): 918 users/day
Sustained uplift after launch: ~300 unique visitors/day, holding for weeks before gradually returning toward baseline.
That’s brand awareness doing what it’s supposed to do: increasing curiosity, search, and intent.
2) Massive distribution via trusted RV platforms
One Caravan & Camping Sales EDM alone hit:
245,000 database audience
64,000 opens
3,124 clicks through to the article (which included embedded video + photography from the launch)
Simon noted those results were “well above average” — and critically, the EDM/article combination was built to push narrative and exposure for the new product ranges.
3) Strong video view counts across platforms
The content continued to perform after publication, with standout view counts including:
GoRV Galaxy video: 7,563 views
Caravan & Camping Sales video: 2,800 views
Caravan World video: 1,200 views
The spread across these three channels mattered because each represents a different buyer behaviour:
GoRV = video discovery
Caravan & Camping Sales = high-intent browsing + buying platform + email reach
Caravan World = print legacy audience with quality photography expectations
4) Search dominance: From “not ranking” to Top 5 nationally
One of the strongest brand signals from the wider On The Move marketing push:
April 2024: On The Move was outside the top 100 searched brands (didn’t register in the top 100 on Caravan & Camping Sales)
Goal: Top 20 within 12 months
Actual: Top 10 within 3 months
Current position: 5th most searched brand in Australia on Caravan & Camping Sales
Simon was clear: strong ad placement only works if the content holds attention — and the creative assets Meerkat delivered improved the click-through potential because the visuals and storytelling were genuinely compelling.
5) Lead quality shift toward the new ranges
Beyond visibility, the campaign shifted buyer behaviour:
Simon reported ~12 leads directly related to products from the launch period.
Historically, ~80% of leads were focused on the Adventure range.
After the launch: Adventure dropped to ~25% of lead mix
The two new ranges collectively climbed to 50%+ of leads.
That’s the definition of a successful product awareness campaign: it changes what people ask about.
Why It Worked
This campaign wasn’t “post and pray.” It was engineered for market impact:
Distribution-first thinking: content created to match the platforms buyers already trust
Format diversity: raw video, edited video, web editorial imagery, print-ready photography
Story + product detail: enough narrative to engage, enough specs/visual proof to build confidence
Repurposable asset library: content that continues paying rent across ads, social, website and sales enablement
As Simon put it: awareness is hard to track perfectly, but when you can see view counts, traffic spikes, search growth, and lead mix shift, the impact becomes undeniable.
The Takeaway
The On The Move launch campaign proves a simple truth:
content doesn’t need to “directly drive traffic” to generate demand — it needs to create curiosity at scale.
When your product appears in the right places, with the right storytelling and the right creative quality, people don’t just watch — they search. They browse. They enquire.
And that’s how a brand moves from “not ranking” to Top 5 most searched in the country.
