Simpsons Motorhomes’ audience is predominantly an older demographic, 55-65+ on both Facebook and Instagram. This meant two things for the content strategy:
Fast-cut, trend-led, heavily-edited short-form content, the format that tends to perform on Reels and TikTok was unlikely to land with this audience and risked feeling gimmicky or untrustworthy.
Content needed to build genuine credibility and answer real buying questions, rather than chase reach through trends this audience doesn't engage with.
Before this campaign, Simpsons Motorhomes’ content was performing at an average level, with no video ever exceeding 3,000 views.
We moved away from trend-led, highly-edited content and instead built a small library of straightforward, informative videos: minimal transitions, no trend-jumping, and a calm, presenter-led style that matched how this audience consumes content.
Across all three videos, the majority of views came from non-followers discovering the content fresh via the Reels tab, meaning this content wasn’t just engaging the existing audience, it was actively growing it. Audience data confirms the strategy hit its target market precisely: viewers aged 55 and over made up roughly 82% of the audience on average, matching Simpsons Motorhomes’ real customer base rather than a younger audience that trend-led content typically attracts.
Example quarter performance:
Total Views
Non-Follower Reach
Average views per video
Total Engagement
Higher than previous videos views
Audience aged 55+
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