Campendium — Video Strategy

Primary target

Full-time RVers & mobile workers

~1M full-timers · 3.1M vanlifers · 18.1M digital nomads

Live and work from their rig daily. Cell signal data is infrastructure, not a nice-to-have. Highest LTV, most likely to upgrade to premium, strongest advocacy.

LTV: HighestPremium: Best

Age skew — bimodal

30–45

Millennial mobile workers

55–68

Retired full-timers

Median RV owner age 49 · mobile worker segment earns avg $124K+

Secondary

Recreational RVers

~11.2M households · 9 trips/yr median

Weekend and vacation campers. Higher raw volume, lower product attachment. Less likely to pay for premium features.

LTV: MediumVolume: Highest

Secondary

Boondocking enthusiasts

~30% of RV owners use off-grid locations

Overlaps with full-timers. Deep product loyalty. Campendium is their primary tool for BLM and national forest land discovery.

LTV: HighAdvocacy: Strong

Legacy base

Retirees & snowbirds

61% of travel trailer owners 55+

High time-on-platform, lower premium conversion. Pre-acquisition loyalists — currently elevated churn risk post-2021.

LTV: MediumChurn risk: Elevated

"The Campendium user isn't looking for a nice place to camp — they're looking for proof that freedom doesn't require sacrifice. The cell signal search is the tell: they've already chosen the lifestyle. They just need to know it'll work where they're going."

Adcolors — Customer Intelligence Brief

Demographics — primary segment

Age distribution — RV owners

18–34 Gen Z / Millennial

22%

35–54 Millennial / Gen X

43%

55+ Boomers

35%

Source: RVIA / Go RVing 2025 Demographic Profile

US digital nomad growth

2019 baseline

7.3M

2022

16.9M

2024

18.1M

Source: MBO Partners 2025 Digital Nomads Trends Report

Household income — mobile worker premium

RV owners (general)

avg $62–68K

Mobile worker segment

avg $124K+

Class B owners

65% earn $65K+

Source: Global Citizen Solutions Digital Nomad Report 2024

Key behavioral signals

Median RV trips/year

50%

Travel with pets

How they find and adopt Campendium

Trigger

First extended trip or full-time transition decision

Research

YouTube RV channels, Reddit, Facebook groups

Discovery

Peer recommendation — "we go to Campendium first"

Free adoption

Immediate value from reviews + cell signal data

Conversion

Dead signal on the road drives premium upgrade

Advocacy

Leaves reviews. Recruits community members.

What drives the decision

Builds trust & drives premium

✓

Cell signal data by carrier — Verizon / AT&T / T-Mobile. No competitor offers this.

✓

Specific review detail — reviewer username, rig size, location, date. Specificity is the proof.

✓

Community review velocity — active contributors signal the platform is alive and trustworthy.

✓

Free BLM and national forest land coverage — irreplaceable for the boondocking segment.

Stalls conversion or drives churn

Outdated data discovered mid-trip — the #1 documented objection to premium upgrade.

Platform disruption post-acquisition — map features removed, Android app pulled, community activity declined.

Review contribution slowing — a network effect in reverse. Contributors leave, consumers follow.

Corporate tone in any communication — this audience detects it immediately and distrusts it.

Psychological profile

Self-image

Self-reliant. Practical but adventurous. Anti-corporate. They've rejected the standard script — mortgage, commute, office — and built something different. They take pride in handling things the conventional traveler can't.

Core values

Freedom, autonomy, community with people who "get it." Environmental consciousness and deep reverence for public land. They believe the commons belong to everyone — and they protect that belief.

Media behavior

Heavy YouTube RV lifestyle content, active in Facebook groups and Reddit, podcast listeners. Consume on mobile in low-connectivity areas. Skip anything corporate, slick, or made by someone who's never been on a dirt road.

What they're actually saying

"It's so easy to search for free sites — and it's built and run by RVers like us!"

App Store, Mike Fischer

Community identity signal

"A few reviews warned how bad this six miles of washboard road are, but they said it was worth it — and it WAS."

App Store review

Trust transfer in action

"Campendium is definitely our go-to — not only for cool free campsites, but sites that provide fast and reliable internet so I can work remotely."

Uprooted Traveler

Mobile worker use case — unprompted

"Desperately needs updating. Information is outdated. Still, hands down the best one out there."

Google Play review

Loyalty under strain

Creative direction

The reviewer was already there.
In the same rig. With the same worries.
That's the product.

Tone — what earns trust

Warm and peer-level Grounded in specific detail Campfire friend register Specific beats sweeping Recognition over spectacle GPS coordinates, not "beautiful scenery"

Tone — what kills trust

Generic outdoor lifestyle imagery Corporate language Actor talent in new RVs AI-generated landscapes Roadtrippers / TOGO branding Manicured RV park visuals

Narrative structure

Acquisition arc

For cold audiences — new users

Open on recognition — a specific, familiar anxiety. The road you don't know. The signal you're not sure about.

Establish the problem — going in blind. Not knowing what's down that road.

Community enters — someone was already there, in the same rig, and left a review.

Resolution — you got there. It worked. You weren't going in blind.

Emotional beat: relief, not aspiration

Reactivation arc

For lapsed users — community re-engagement

Open on recognition — something they knew and loved before the acquisition changed things.

Acknowledge — the community still makes this thing. It's still theirs.

Proof point — something specific and verifiable. Not a claim — evidence.

Return — the platform earns the user back. Doesn't ask for it.

Emotional beat: recognition, then trust rebuilt

Channel & format — research findings

Research-based priority Channel order reflects where this audience actually is and how they consume content — not the client's stated channel preference. The client brief requests CTV/OTT as primary; research places it at Priority 2. Both positions are addressed in the campaign options.

Facebook & Instagram

Priority 1 — primary acquisition

The RV community organizes its social life on Facebook — not passively browsing, but actively participating in groups like Full-Time RV Living (370K+ members), Solo Female RV & Van Life, and dozens of rig-specific communities. These groups are where members ask "which app do you use for boondocking?" and where peer recommendations carry the weight of a trusted friend's advice. This is the discovery environment Campendium was built for. UGC-style creative dramatically outperforms polished ads here. Sound-off captions are non-negotiable — members browse in-group on mobile without audio. Lookalike audiences built from the Campendium member base are the logical targeting foundation. Meta Reels (9:16 vertical + audio) delivers 12% higher conversions per dollar than other Meta formats per Meta's own analysis of 12M+ ad sets.

YouTube

Priority 1 — highest-intent awareness

This audience consumes hours of RV lifestyle content on YouTube before making lifestyle transitions. Pre-roll against Mortons on the Move, RV Lifestyle, and We're the Russos puts the brand in the right mindset. Hook must land in 5 seconds. 30s non-skip or 60s skippable.

CTV / Streaming

Client requested as primary

Priority 2 — research position

Strong brand-building environment — 90–95% completion rates. Right for reaching the Millennial mobile worker sub-segment on Hulu, Peacock, Pluto. The research places it here because this audience discovers and discusses tools on social and YouTube first. CTV is where you reinforce, not where you acquire.

RV & outdoor podcasts

Priority 2 — underutilized, high-trust

The RV Podcast, RV Miles, Technomadia. Host-read ads carry significantly more trust than produced spots for this community. Currently unclaimed in Campendium's category — worth piloting alongside paid video.

Activation window

Jan

Low

Feb

Low

Mar

Peak

Apr

Peak

May

Peak

Jun

High

Jul

High

Aug

Peak

Sep

Peak

Oct

High

Nov

Low

Dec

Low

Highest-intent window

March–May and August–September are the two peak acquisition moments — 3–6 weeks before a first extended trip or lifestyle transition. Full-timers are year-round targets. Recreational RVers skew spring and summer.

Brands that cracked this audience

Airbnb — "Made Possible by Hosts"

2021 · peer-review platform

Rejected scripted production entirely — used real photographs from real guests. Community imagery as the creative medium. Reached 300M people.

See the lesson ↓

What they did

CEO stated they abandoned traditional advertising because "what the world needs right now is to feel something real." No actors, no directors, no fabricated moments. Drove measurable traffic increases in launch markets.

Transferable lessonCampendium has 750,000+ reviewers who have already produced the creative assets — their photos, GPS coordinates, their reviews. A "Found by [reviewer username]" campaign that elevates community-submitted content is both authentic and directly addresses the post-acquisition trust deficit.

Duolingo — community-first app identity

2021–2025 · freemium app

Turned their most engaged users into the creative team. 80% of user growth became attributable to organic channels as a direct result.

See the lesson ↓

What they did

Guiding principle: "If you want to create content for a community, have someone from that community creating it." The brand stopped acting like a brand and started acting like a participant in the community it served.

Transferable lessonCampendium's most credible creative voice is a full-time RVer who actually uses the app. Content made by someone who genuinely relies on it to find boondocking spots will outperform content made by a production team that researched it.

REI — #OptOutside

2015–ongoing · outdoor retail

Closed all stores on Black Friday 2015. Generated 1.2 billion media impressions in year one without a paid media buy.

See the lesson ↓

What they did

For a community that explicitly rejects consumerism in favor of experience, a brand willing to sacrifice real revenue to make a point is disarming. The gesture cost something real — and that's what made it credible.

Transferable lessonThis audience needs proof, not promises. A gesture that costs something real — making a feature permanently free, a data-verification commitment — would do more brand work than any campaign. Creative should be built around earned credibility.

Yelp — "For locals, by locals"

Ongoing · peer review platform

Framed the platform not as a directory but as local knowledge. Creative consistently centers the reviewer as the product, not the listing.

See the lesson ↓

What they did

The discovery moment — finding exactly what you needed because someone who'd been there told you — is the emotional center of every execution.

Transferable lessonCampendium's reviewers are the product. Any creative that centers the person who left the review — who drove that washboard road, who checked the signal — will be more compelling and more honest than creative that centers the campsite.

Creative principles for concepting

Non-negotiablesViolating these creates a measurable trust problem. Firm directives.

1. No fabricated reviewers or staged camp setups.

This audience detects inauthenticity on contact. Fake RVers and staged boondocking scenes don't just fail — they actively damage trust with the exact users the brand needs to win back.

2. Never surface the corporate ownership narrative.

The TOGO/Roadtrippers acquisition is an active trust wound. Any creative surfacing Roadtrippers branding risks triggering the community betrayal narrative. Campendium must present as its own thing.

3. All data claims must be falsifiable and current.

Data freshness is the #1 documented objection. Any creative claim about "up-to-date" or "verified" data must be supportable by the actual current product state.

Hold firmly — execution openThe what is settled. The how is the team's to find.

4. The reviewer is the hero of every story.

The product's emotional value is the feeling of having a trusted fellow traveler's intelligence in your pocket. Center the person who left the review — not the platform.

5. Cell signal data is a creative asset, not just a feature.

Campendium's most differentiated capability. Speaks directly to the mobile worker use case and is unmatched by any direct competitor. Make it feel emotionally resonant.

6. Hook with recognition, not spectacle.

For niche-community audiences, recognition hooks dramatically outperform spectacle. Open on a specific, familiar situation — not a landscape.

7. Sound-off-first on Meta.

The RV community browses Facebook in-group on mobile, often without sound. Every creative element that carries meaning must work visually before audio is factored in.

Worth consideringInformed starting points. Strong creative going a different direction is worth pursuing.

8. Public land as a values anchor tends to resonate.

Campaigns connecting the platform to public land access earn loyalty beyond downloads for this community.

9. Specific geography tends to beat generalized adventure.

GPS coordinates and a signal rating do everything. "A beautiful spot in the Southwest" does nothing.

10. Community UGC as creative asset tends to be more efficient.

Campendium has 750K+ members who have submitted real campsite photos. Curating community assets tends to outperform produced content for peer-trust platforms.

Sources — Creative Strategy Research

Airbnb Newsroom — "Made Possible by Hosts" campaign Tubular Labs — Airbnb's User Generated Campaign & The Post-Covid Traveler Contagious — How a 23-year-old transformed Duolingo's social media marketing Campaign US — Duolingo: a case study in social-first marketing success Cal Poly — Going Off Course: Marketing Strategy of Patagonia Short Term Rentalz — Airbnb unveils "Made Possible by Hosts" MNTN Research — Generational Streaming TV and CTV Advertising Statistics MNTN — Connected TV Statistics: Viewership & Growth Trends 2026 ScienceDirect — Short video marketing and travel intentions Watauga Group — Who Are Today's RV Buyer And How Do You Reach Them? Roo Smith — The Current State of Outdoor Industry Marketing RVIA / Go RVing — RV Owner Demographic Profile

All research in this presentation draws from publicly available sources including industry reports, platform data, trade publications, and community forums. It is intended as a strategic starting point, not a replacement for Campendium's own internal data. Where our findings differ from what you know about your audience, your first-party data takes precedence. We welcome any internal analytics, subscriber data, or audience insights you're able to share — they would sharpen every recommendation in this presentation.

Creative direction

The core idea

A real Campendium user — sourced through the app and community, not cast from a talent agency — tells the story of a specific trip that only worked because someone else had already been there. The cell signal was checked. The site width was noted. The road was rated. And when they got there, it was exactly right.

Talent

Real Campendium reviewers sourced through the app, Facebook groups, and Reddit. Visible review history required.

Location

Texas Hill Country / Enchanted Rock area — drivable from Houston with a single crew overnight. Verified Campendium listing. Shown in-app.

Camera

Documentary cinema package — Sony FX9 or equivalent. Handheld, naturalistic. The right tool for this creative direction.

Two options — one shoot day

Both options are built on a single shoot day and produce 7 assets. The deliverable sets are nearly identical. What differs is channel priority, post-production emphasis, and creative framing. Option A is built to your brief. Option B is built to the research.

Option A — built to your brief

The CTV Build

CTV/OTT primary · Meta social cuts · exactly as requested

$25,000–$34,000

7 total assets · 1 shoot day

See what's included ↓

:30s hero — primary CTV/OTT non-skip + YouTube skippable. Captioned master.

:15s cut-down — CTV retargeting + YouTube pre-roll.

:30s sound-off cut — re-edit for Meta feed. Captions and pacing adjusted for no-audio viewing.

9:16 vertical :30s — re-edit (not a resize) for Meta Reels. Different framing and pacing.

3 hook variations of the :30s — post-only. Alternative openings for Meta scroll-testing. No additional shoot cost.

:06s bumper — YouTube pre-roll / CTV retargeting value-add.

Shoot days: 1

Casting: Lean directed — real users

Location: Texas Hill Country

Camera: Documentary cinema

Production estimate only. Media buying costs are separate. Final pricing depends on cast coordination, location logistics, and concept direction once established.

Option B — built to the research

The Research Build

YouTube + Meta primary · CTV included · where the audience actually lives

$27,500–$36,500

8 total assets · 1 shoot day

See what's included ↓

:30s hero — primary YouTube skippable pre-roll + Meta feed. Hook optimized for scroll-stop from frame 1.

:15s cut-down — YouTube + Meta retargeting. Single strongest proof point.

:30s sound-off cut — essential for Meta. Re-edit with captions and adjusted visual hierarchy.

9:16 vertical :30s — re-edit for Meta Reels. 12% higher conversion per dollar than other Meta formats.

3 hook variations of the :30s — tests recognition hook vs. problem hook vs. social proof hook. Data-driven scroll testing.

:06s bumper — YouTube retargeting value-add.

:30s CTV cut — edited from existing shoot footage for CTV/OTT non-skip environments. Sound-on, lean-back pacing. Post-only — no additional shoot cost.

Why the research recommends this firstFacebook/Instagram CPM for Recreation & Travel averages $10.74 — roughly half of CTV rates ($20–40). YouTube pre-roll against RV lifestyle channels targets people actively researching the lifestyle, not general streaming audiences. Start where the data is cheapest and most actionable, then scale to CTV with a proven creative.

Shoot days: 1

Casting: Lean directed — real users

Location: Texas Hill Country

Camera: Documentary cinema

Production estimate only. Media buying costs are separate. Final pricing depends on cast coordination, location logistics, and concept direction once established.

What changes between options

Element	Option A — CTV Build	Option B — Research Build
Production cost	$25,000–$34,000	$27,500–$36,500
Total assets	7	8 (incl. CTV cut)
Shoot day	1 day	1 day
Primary channel	CTV / OTT	YouTube + Meta
Hook emphasis	Emotional arc — earns its full :30	Scroll-stop from frame 1
Testing system	3 Meta hook variations	3 Meta hook variations (recognition / problem / social proof)
Media cost range	$20–40 CPM (CTV)	$10–15 CPM (YouTube + Meta)
Performance signal speed	Slower — CTV is brand-building	Faster — Meta gives real-time creative data

Note on "2–4 videos": both options produce 7 assets from a single shoot — a hero, cut-downs, a sound-off cut, a vertical Reels re-edit, and 3 hook variations. This is a campaign system, not multiple standalone commercials.

Sources — Campaign & Channel Research

Adwave — Average CTV CPM Q1 2025 SEO Design Chicago — CTV Advertising Statistics 2025 AI Digital — Connected TV Statistics & Trends 2026 eMarketer — What awaits advertisers in 2025: more inventory, lower CPMs Store Growers — YouTube Ads Benchmarks 2026 Superads — Facebook Ads CPM: Recreation & Travel 2025 Triple Whale — Facebook Ad Benchmarks by Industry 2026 Two Minute Reports — Facebook Ads Benchmarks 2025 BestEver — Facebook Ads Benchmarks & Insights 2025 IAB — CTV rebounds to double-digit growth in 2024 RVBusiness — Togo Group acquires Campendium (2021) Growjo — Togo Group / Roadpass Digital company data

Strong alignment

Partial — worth sharpening

Misalignment

Gaps — not in brief

Strong alignment

"These people have already decided to travel by RV — speak to the lifestyle directly, don't explain it."

Strong alignment

Confirmed. This is an enthusiast-level audience with a made decision. They respond to recognition, not education. The hook principle — recognition over spectacle — directly supports this instinct.

"There's an opportunity to do a spot that's clearly 'this is Campendium, and here's why it's different.' We haven't done that well yet."

Strong alignment

The research confirms significant competitive whitespace — no competitor has made cell signal data for remote workers the center of their brand identity. A confident differentiation play is overdue.

The differentiator the research points to

Cell signal coverage by carrier combined with community-reviewed site quality. That combination is the story no competitor can tell.

":15s, :30s formats."

Strong alignment

The format lengths are right. :30s carries the acquisition story and :15s is the retargeting workhorse — both confirmed by the research. One important distinction worth naming: "non-skip" is CTV-specific behavior. On YouTube — our Priority 1 research channel — the same :30s runs as skippable pre-roll, where the viewer can exit after 5 seconds. That's not a problem, but it changes the creative requirement: the hook must earn the watch before the skip option appears. On CTV the full :30s is delivered. The format lengths are the same across channels; the creative pressure is different.

Partial alignment — right direction, worth sharpening

"Planning with confidence — RV-specific routing (height, weight, propane restrictions)."

Partial alignment

"Planning with confidence" as an emotional frame is well-supported — anxiety-to-resolution is the most effective narrative arc for Campendium. That's the right territory.

However, RV-specific routing (height/weight/propane) is primarily a Roadtrippers feature, not a Campendium core differentiator. Leading with it risks confusing the two brands.

Recommendation

Keep "planning with confidence" as the emotional frame. Replace routing with cell signal + community reviews as the proof points.

"The campground experience — slow mornings, coffee outside, the view."

Partial alignment

Works only if anchored to a specific honest review that made it possible. Generic sunrise-and-coffee imagery is the most common visual language in the category — it provides zero differentiation.

Recommendation

Not "a beautiful morning at a campsite" — but "this specific morning, at this specific site, because a reviewer told us it was worth the drive."

"After the trip — the hikes, the off-roading, the bikes. What you went for."

Partial alignment

After-state works as emotional payoff within a larger arc where the product earns it. As a standalone it's logo-swappable by any outdoor gear or truck brand.

Recommendation

Structure: Campendium → found something real → got there without drama → this is what happened next. Don't lead with it.

"CTV/OTT primary, social cuts where it makes sense."

Partial alignment

CTV is a strong channel and supported. But "social cuts where it makes sense" undersells what research identifies as the primary acquisition channel. The RV community lives in Facebook groups. YouTube is where full-timers research their lifestyle transition.

Recommendation

Facebook and YouTube are Priority 1 for acquisition. CTV is Priority 1 for brand-building alongside. Both options in the campaign accommodate this — choose based on what the priority is right now.

Misalignment — research pushes back

"The destination is the point."

Misalignment

The brief frames Campendium's creative around destination — the place, the experience, the memories. The research frames it around trust — the anxiety of not knowing what's down that road, and the relief of having a community tell you before you go.

Leading with destination also concedes creative ground to competitors with more photogenic inventory. The platform's stickiest feature — cell signal by carrier — is not a destination feature. It's a reliability feature.

Recommend reconsidering

"Destination" positions Campendium as a travel publication. "Confidence to go" positions it as infrastructure. The second is more accurate and more differentiating.

What's missing from the brief

The post-acquisition community trust wound is not addressed.

Not in brief

The research documents meaningful erosion of community loyalty since the 2021 TOGO Group acquisition. Any campaign that doesn't account for this risks being dismissed by the most vocal and influential segment of the existing user base.

Needs a conversation

Before concepting: is this campaign trying to reactivate lapsed community members, acquire new users with no history with the brand, or both? The creative strategy is meaningfully different for each.

Cell signal coverage is not mentioned as a differentiator.

Not in brief

The research identifies cell signal data by carrier as Campendium's single most differentiated feature — unclaimed by any direct competitor, deeply functional for the highest-LTV segment, and emotionally resonant. The brief names RV routing instead — a weaker differentiator potentially misattributed to Roadtrippers.

Recommend elevating

The concepting session should have "cell signal as emotional hero" as an explicit creative territory. It's the most honest and most differentiated thing Campendium can say.

The reviewer as hero — the community is the product — is not in the brief.

Not in brief

Every brand case study in the research points to the same lesson: peer-review platforms win when they center the reviewer, not the listing. The brief centers the experience — the campsite, the views, the activities. The research says the emotional product is the reviewer's intelligence.

Recommend adding as creative territory

"Found by [reviewer username]" is a campaign architecture worth exploring in concepting.

The mobile worker / digital nomad segment is entirely absent.

Not in brief

The full-time RVer/mobile worker is the highest-LTV user, the fastest-growing cohort (up 147% since 2019), and the segment for whom cell signal data is a daily necessity. The brief positions around "RV travelers" generically — the mobile work use case doesn't appear.

Strategic question

Does Campendium want to own "people who live and work on the road" positioning, or stay in general camping discovery? The former is higher-value and harder for The Dyrt or iOverlander to steal.

Full-time RVers and mobile workers are the highest-value audience Campendium has — and the most underserved by the current brand.

The reviewer is the hero of every story. Not the campsite, not the app, not the lifestyle.

One hero spot with a testing architecture — built two ways.

Where your brief and the research agree — and where the data pushes back.

Let's make something worth watching.

Prepared for Campendium by Adcolors