How we increased Ampfibian’s sales by 23% in 3 months
Ampfibian is an Australian business that designs and manufactures specialist portable power products for the caravan and RV market.
Ampfibian faced huge inertia from their largest audience group: frequent caravanners. Many of these users were knowingly using illegally modified leads and had been doing so for years, with little regard for the potential consequences. Convincing this group that they were in the wrong and needed an Ampfibian adaptor presented a significant challenge.
The 'Electricity, electrical safety, and leads' category is considered low involvement and low interest. Our challenge was to expose the problem of DIY leads in an engaging and groundbreaking way, making Ampfibian’s solution top of mind for caravanners.
Ampfibian needed a campaign that would increase brand awareness and drive salience in a crowded and competitive market.
We activated multiple channels simultaneously, piloting new approaches to generate insights for future campaigns.
We needed to engage and persuade the most stubborn of caravan users, who had been using illegal leads for years without issue. Rather than preach to them, we focused our messaging on the less stubborn users, those who knew they were in the wrong and were more open to persuasion, and the 'innocents' who were unaware of their mistake but wanted to do the right thing once informed.
We ran ads on YouTube, TikTok and Meta optimised for reach, targeting people in-market for caravans.
We leveraged the influencer content and top-performing creative from other platforms, optimising for reach and engagement to capture a younger audience.
We also ran a competition alongside existing campaign content, supported by collaborations with two well-known Aussie influencers.
Results
- Simultaneously activating YouTube, Meta, and TikTok with tailored creative led to a 23% increase in sales, proving that a diversified approach amplifies brand reach and impact
- By segmenting the audience and targeting both seasoned and novice caravanners, we successfully engaged a broad range of customers in a commoditised market.
- Partnering with well-known Aussie influencers on Meta and TikTok helped drive significant reach and engagement, making influencer marketing a valuable component of the strategy.
