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Case study Retail · Australia
Caravan RV Camping

An Australian retailer turned brand equity data into a media plan

Caravan RV Camping is one of Australia's largest online retailers in its category. In March they surveyed their customer base through BrandScience. Two projects have come out of the results so far, both run in-house by their marketing team.

500+
Responses collected since March
2
Projects launched off the back of the results
0
Research agencies involved
Monthly
Ongoing signal from recent purchasers
What they did

One read of the whole customer base, then a signal that keeps arriving

Caravan RV Camping ran a survey to their past customers in March, then set up an ongoing flow that picks up recent purchasers shortly after they buy. That gives them two things at once.

March to April 240+ responses

A one-off read of the whole base

A survey to their past customers, giving a single picture of how the customer base as a whole sees the brand.

March to now 260+ and counting

A steady monthly signal

An automated flow that picks up recent purchasers shortly after they buy, so there is always something new to track against the March read.

They filled in their Brand Knowledge

Positioning, products, target customers, competitors, loaded once in the platform. The AI Expert reads it, so what comes back is written against their business rather than a generic retailer. That is why the answer in the next section names a channel instead of a principle.

BW

They have collected 500+ responses. Their marketing coordinator, Bree Wilkie, reviews the results and works through the Recommendations, where each finding comes with an objective and a suggested fix.

What came out of it

Two findings, two projects

Story one

A recommendation became a media decision

  1. 01
    Recommendation
    Increase advertising visibility and frequency.

    The kind of finding a traditional brand tracker hands over and leaves you to act on.

  2. 02
    What Bree did

    Pasted it into the AI Expert, which already held their Brand Knowledge, and asked which paid channel they could push harder and which ones they were not using that they should be.

  3. 03
    What it became
    FY27 YouTube advertising strategy

    It came back with YouTube and practical suggestions on how to approach it. That conversation kicked off the project.

Story two

A low score became a campaign

  1. 01
    Brand Self Connection Low
    Feature customer stories showing personal brand connection.

    The score came back low, and the recommendation named the fix.

  2. 02
    What Bree did

    Built an automated flow inviting customers to record a video testimonial.

  3. 03
    What it became
    Customer video testimonials

    The first ones are coming in now.

Pretty much every Fix and Quick Win and its objectives either aligns with a project we're already working on or sparks ideas for what we should do next.
BW Bree Wilkie Marketing Coordinator, Caravan RV Camping
Why it works

Neither of these came from a research engagement

No agency, no quarterly report, no waiting for a debrief. A finding appeared, someone on the marketing team read it, and it turned into a project with an owner.

That's the difference between measuring brand equity and using it.

This one is still running. Both projects are live and the monthly signal keeps arriving. We'll update this page as they report back.

See what your own customers say

Caravan RV Camping did this themselves: one survey to people who had already bought from them, and the model did the rest.

The Charter cohort is six brands we do this with, one-to-one: your first send run with us, two working sessions with the person who built the model, and a case study like this one written together.

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Six places, so we can work with each one.

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