Sell the Set Up Camp lifestyle as a remedy to busy, over-worked families and couples.
The single biggest impact was being able to clearly communicate who we are.David Wilson, Founder + Owner
Set Up Camp
The lockdown effect
Market research uncovered that post hard lockdown, Australians were desperate for views beyond their living room. As a safer travel option, camping and outdoor exploration became highly coveted.
To cut through, we needed to communicate beyond our products and inspire travel, love for the outdoors and ultimately, bring the joy of camping to more Australians which was the new brand purpose.
We solidified the offering in the positioning line: ‘For Campers, By Campers’ which spoke to the authentic brand promise: products tried and tested by experienced campers, for campers of all kinds.
A badge of merit
Set Up Camp’s previous identity lacked legibility and any supporting elements, which created inconsistency across brand channels.
Ideas to carry through were approachability, nature and the brand’s Queensland heritage.
To retain the equity in the logo, we kept the reference to Mount Tibrogargan, anchoring the brand in their heritage as a Queensland-based company. We improved legibility with a solid, modern font that allowed the name to be enlarged significantly.
The stripped back elements created simplicity to stand out in the category. Importantly, we wanted it to have a badge factor, a nod to the merit badges in scouting — something to be proud to wear, a community that represents a shared love of the outdoors.
Building a community
Set Up Camp needed an search-optimised website that could showcase their range of camper trailers + accessory products and build a place for their community to learn and grow.
We created a custom WordPress website and connected a premium Shopify platform to easily house and categorise camping products and accessories.
We developed a beautiful, highly visual site with the high product detail it needed – but easily navigated at the same time. We employed visual devices such as dropdown text layouts, illustrative icons and different styles of modular blocks to help users find the information they need quickly and drive them to enquire.
Research identified market demand was there, but the brand needed to increase awareness across channels.
The challenge was finding high market saturation within a sustainable budget.
We created a range of lead generation campaigns to promote their products and encourage initial enquiry.
Using a combination of Google Ads, email marketing and Facebook Ads, we set up foundational advertising campaign templates that could be tweaked and replicated for expos and new product promotion. The result? More efficient and cost effective lead generation.
Things we learned along the way
There was room for a new family brand.
The founders were shining examples of the aspirational family camping lifestyle, so we amplified this connection in the brand and focused brand messages on family togetherness, reconnection with nature and exploration – all the things that modern families were craving.
There’s more than one way to buy a camper.
Through multi-tiered research, we were able to understand the different buyer motivations and preferred buyer journey for each product type and customer segment. Creating a more personalised experience from the very first touchpoint resulted in a consistent lead source that could be forecasted and controlled.