Building a Creator Program to Generate Authentic & Reliable Content
RVLock needed a scalable way to generate authentic RV lifestyle content for their socials while strengthening its connection with the RV community. Traditional influencer campaigns produced individual pieces of content, but they didn't create an ongoing story that customers could follow. To solve this, I developed and launched the "Creator on the Road" program—a creator competition and paid brand partnership that selected one RVer to document life on the road while representing the RVLock brand. The program combined creator recruitment, community voting, content production, and long-term storytelling into a single campaign.
Campaign Overview
- + Creator Marketing
- + Community Building
- + Influencer Strategy
- + Content Acquisition
ALL THE DETAILS
The Challenge
The goal was to create a program that would generate consistent content while turning real RVers into brand advocates. RVLock faced three key challenges:
My Strategy
The concept was simple: one creator would be selected to represent RVLock while traveling and documenting their RV journey. The creator would receive compensation, products, and travel support in exchange for ongoing content creation.
WHAT I LED
CAMPAIGN DEVELOPMENT
- Developed the Creator on the Road program concept.
- Defined creator qualifications, deliverables, and compensation structure.
- Built campaign timelines and the application process.
RECRUITMENT & SELECTION
- Managed creator outreach and submissions.
- Established judging criteria.
- Structured a public voting phase to increase engagement and participation.
CONTENT STRATEGY
- Defined content pillars and storytelling themes.
- Created creator briefs and content expectations.
- Developed a framework for ongoing content production.
COMMUNITY ENGAGEMENT
- Leveraged social media participation and voting.
- Encouraged user-generated content through campaign hashtags.
- Created opportunities for followers to become invested in the creator’s journey.
IMPACT
BRAND BENEFITS
- Created a repeatable creator acquisition system.
- Increased authentic lifestyle content production.
- Strengthened engagement within the RV community.
- Expanded brand storytelling beyond product-focused content.
MARKETING BENEFITS
- Generated creator content that could be repurposed across channels.
- Built stronger relationships with creators and customers.
- Increased community participation through voting and social engagement.
Let’s Build
I'm eager to start creating the next campaign...