Adventure gear, sold on evidence, spend split to the brand.
TrailFox 4x4 builds ute canopies and adventure gear for people who travel and camp out of their vehicles. A canopy is specced over weeks against a particular ute and a particular setup, so most of the searching happens well before the purchase.
Google Ads and Meta for TrailFox 4x4.
We run the paid programme across Google Ads and Meta.
Search covers the research stage as well as the end of it: canopy configurations, fitment queries, and the brand terms people use once they have decided. Brand and non brand campaigns are budgeted and reported separately, so the spend that finds new buyers is not read as the same line as the spend that captures people who already know the brand.
Meta runs prospecting and retargeting built on real customer rigs photographed in the field rather than renders or studio shots.
TrailFox runs beside sister brand Sports Range 4x4 under one account team. Ad spend is reported against the brand it served, so the two brands share a team while each one's spend and results stand on their own.
Two channels, one accountable team, and spend reported separately for each brand.
The engagement.
Google Ads on rig-builder intent
Campaigns aimed at the researcher speccing a build: canopy configurations, fitment searches and the brand terms that close.
Meta built on real rigs
Prospecting and retargeting on the brand's genuinely photogenic product: real customer builds, not renders.
Split from the sister brand
Run beside Sports Range 4x4 under one team, with per-brand ad-spend lines on every invoice, so each brand's economics stand on their own.
Every dollar of spend reported against the brand it served
Google and Meta under one accountable team
Creative built on real customer builds
TrailFox, canopies and adventure gear proven in the field.
What did 121 Group do for TrailFox 4x4?
121 Group ran Google Ads and paid social for TrailFox 4x4.
What industry is this automotive case study in?
TrailFox 4x4 operates in automotive. 121 Group works across nine verticals, with case studies published for each.
Could 121 Group run a programme like this for us?
Yes. A senior strategist can talk through how we approach automotive marketing, what a comparable programme would cover and how it would be measured, on a thirty minute call.
Selling gear to people who research for months before they buy?
Thirty-minute call. We'll review your channels, your tracking and your numbers, and tell you what we'd do differently.
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