Highline Caravans
Highline Caravans: Raising the roof & setting new standards
Background
Highline Caravans partnered with Clearwater Agency in 2023 to undertake their first digital marketing campaign. Highline is caravan manufacturing company based in Melbourne, before partnering with Clearwater, their brand recall, market positioning and organic search visibility was low, relying on traditional acquisition channels such as “dealers” and “dealerships” to drive sales.
Highline had very ambitious goals and campaign objectives, a challenge we gladly accepted.
Although Clearwater had proposed a multi-channel campaign to target prospective buyers across core digital touch points along the customer journey, Highline opted for a “bottom of the funnel” approach to target their audience late in the buy/purchase stage.
The core objective was to drive highly qualified traffic from commercial/transactional intent keywords as quickly as possible.
Campaign summary
- SEO
- CRO
- Improve organic traffic for core transactional keywords – top 3 positions within 6 months
- Increase organic traffic by 35% within 6 months (transactional & commercial intent)
- Generate 75 organic leads per month within 6 months
- Improve organic search “impression share” and visibility in Google against online market leaders by 10% within 6 months
Our target audience was broken into 4 segments;
- Prospective buyers of specific “types” of caravans (ranges/designs)
- Prospective buyers of “luxury caravans”
- Prospective buyers of “custom caravans”
- Prospective buyers research “caravan builders” & “caravan manufacturers”
Highline Caravans’ goal was to gain market share in Melbourne, due to their current inability to service/cater interstate buyers, and due to the lack of physical locations outside of Melbourne as prospective interstate buyers can inspect/purchase directly through one of their “dealers” located nationwide.
Our keyword targeting for these segments were broken into “core” & “generic” terms for specific caravan types/models, luxury, custom and generic caravan builder / manufacturer terms (no location keywords) as well as “Melbourne” based keywords.
This targeting provided a comprehensive and exhaustive list of keyword terms across all 4 core audience segments, aligning with Highline Caravans’ product offering and target audience.
With Highline’s caravans costing anywhere from $90,000 – $200,000, it was clear that the ROI on their marketing investment for SEO would be staggering if we were to achieve our campaign goals & objectives.
This campaign far exceeded our client’s expectations, and the performance we achieved given the limitations we faced and Highline’s organic search performance, domain authority and low brand authority when our campaign began.
Results & Performance:
Achieved: Highline is spot 1 for the most competitive terms in their space such as “custom caravans”, “custom caravan builders” and spot 1 for various caravan types/models.
Achieved: We achieved a 44% increase in organic traffic within 4 months for highly transactional and commercial intent keywords
Achieved: We increased Highline’s organic leads by 233% within 4 months.
Achieved: Highline have achieved a 17% increase in traffic share and equal/top share against their top 5 competitors within 6 months.
Key results
INCREASE OF
44%
in organic traffic within 4 months
TOP 3 POSITIONS FOR
50+
commercial "caravan" keywords
INCREASE OF
233%
increase in organic leads within 4 months
