Carry-On Brand Awareness Campaign
Carry-On Trailer launched a two-phase digital campaign designed to build brand awareness at scale and then re-engage high-intent users to drive dealer consideration. The campaign combined broad-reach awareness tactics with strategic retargeting to guide users toward local dealer searches. I worked with the internal design team, providing on-screen text and visual direction focused on shots that show the task, hitch, and haul.
Role—Art Direction & Design
Agency—EPIC Creative
Phase I built large-scale brand awareness across key markets through high-impact Meta and YouTube placements, using lifestyle-driven Outdoor DIY, Indoor DIY, and Recreational creative. The campaign reached 1.9+ million users, delivered 9.8+ million impressions, exceeded industry benchmarks for view rates and click-through rates, and built a strong engaged audience for retargeting.
Phase II re-engaged high-intent users through strategic retargeting, driving traffic to a dedicated landing page focused on dealer discovery. The campaign reached 865,000+ users, generated 65,000+ clicks with improved efficiency, achieved significantly higher click-through rates than Phase I, and produced 2,100+ ZIP code searches, signaling strong dealer consideration.
A dedicated campaign landing page served as the central hub for engagement and dealer discovery, supporting both awareness-driven traffic and high-intent retargeting audiences. The campaign delivered strong on-site performance, attracting 89,000+ users, exceeding awareness benchmarks for engagement, and generating 2,100+ ZIP code searches, signaling meaningful dealer consideration.
