Thor
Giving the World’s Largest RV maker a new road
Category: Recreational Vehicles
Services: Research, brand workshop, brand strategy
The situation
The largest RV holding company wanted to upgrade an old-school category across its brand portfolio and digitize to get data.
The strategy
Results
Bring new people into RVing with a lifestyle campaign sharply aligned with key segments and measurement: young families, active boomers, outdoorsy types and pet lovers.
RVing is the biggest category you know nothing about. We built a lifestyle brand and brand bible for Thor, shot in 5 locations with "real people" and created a powerful campaign that blew up engagement up to 10x the industry standard. Objectives were met for leads within 2/3 of the campaign time and 5x better ROAS than benchmarks.
Sampling of the old Caboo branding
