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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Getting Back to Nature with RVshare

Entered in Travel & Tourism

Objective

We dubbed 2020 the year of RV rentals. Our goal at RVshare has always been to provide a safe and accessible way for everyone to experience the great outdoors - and discover the gems hidden in our own backyards. As the world started to slowly reopen in late Spring, we observed a significant spike in interest in road trips and RV travel, and the discovery of US National Parks, at a rate* of: 

Compelled to join the conversation and engage with our guests, we launched an interactive National Parks Face-Off campaign across Instagram and Facebook from May to early June, 2020. Our campaign amplified informational resources including National and State park closures, and safe travel guidelines from the CDC. The Face-Off culminated in surprise, cross-platform RVshare RV rental giveaways that invited our audience to enter to win a visit to the winning National Park, and get back to nature. Giving back to our engaged community on social media, we were able to offer much needed socially-distant getaways, while shining a light on our product offerings and the natural beauty of our country simultaneously.

 

*Above YOY metrics based on internal Pinterest Data

Strategy

Kicking off the National Parks Face-Off campaign was a challenge we were ready to tackle, even with limited budgetary resources and lockdowns in effect across the nation. Prioritizing an organic approach, we launched the interactive National Parks Face-Off campaign across Instagram and Facebook. The campaign encouraged users to vote on which park stood at the top of their must-visit bucket list, making strategic use of the platform’s engagement polling sticker to foster real-time interaction. 

Eager to provide value to RVshare-ers and nature lovers alike, we took it upon ourselves to become a resource for the travel safety & logistics required to access National Parks. Noticing individual, differing, and constantly evolving sets of rules and regulations during the initial reopenings of State and National Parks, we created a streamlined microsite that posted the latest updates for park openings and guidelines, along with CDC recommendations in real-time. 

Between seeing our own RV rental bookings rise 650% in just one month alone, and wanting to ensure our community members could access nature in a safe and secure way, our team worked tirelessly to research and provide daily updates. 

In order to spread the information far and wide, and ensure travelers were hitting the road safely, we cross-promoted daily updates across social media, linking back to our resources site. Concurrently, we created educational, Eco-RVing and Eco-friendly travel long-form blog posts and social media content to address the surge in popularity of National Parks Travel, and do our part to raise awareness of the importance of showing respect to and protecting the land.

As the National Parks Face-Off campaign came to an end, almost all National Parks were fully reopened to the public, making it the perfect time to launch cross-platform, dual surprise giveaways:

Results

The success of the National Parks Face-Off campaign came to life in a few different ways for RVshare, including increased brand awareness, website and blog traffic, and valuable social media audience engagement. The campaign also resulted in a feature case study by Facebook as one of their Resilient Businesses during the pandemic.

Campaign Success Metrics - Specific to capaign related posts over the span of May-June 2020

Media

Video for Getting Back to Nature with RVshare

Produced by

RVshare

Links

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

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