Who BCA are
Backpacker Cars Australia is one of Australia's leading vehicle sales and buy-back services for travellers and working holiday visa holders. They operate across multiple locations nationally, connecting international travellers with reliable vehicles and a guaranteed buy-back at the end of their trip. Luffare is a van conversion products brand within the same group, selling gear and accessories for van life and overlanding.
Why I was brought in
BCA's business had matured but the audience coming through the door no longer matched the buyers they wanted. Marketing was unfocused, the brand lacked clear positioning, and there was no structured commercial infrastructure to support growth. Luffare had a parallel problem: a strong product with real demand, but marketing pointed squarely at the wrong audience, resulting in high traffic, low conversion and a bounce rate that told the whole story.
The mandate across both brands was clear. Sharpen the positioning, define the right audience, rebuild the marketing from the ground up, and put systems in place that could scale without adding headcount.
Full rebrand in 60 days Defined the target audience from data across both businesses. Identified the consumer tension points each brand needed to own. Delivered a full BCA rebrand within 60 days covering positioning, segmentation, creative and launch execution.
Best sales summer on record Integrated marketing activity across brand, content, influencers, CRM and paid. The shift in targeting and creative approach resulted in higher quality leads and BCA's strongest sales period on record.
Content strategy defined I worked with the team to stronger define their content strategy and how they built cross-channel. Three core pillars were built, and we understood how they came to life across different channels.
Content creator programme Built and briefed a roster of content creators with a combined following of over 2 million: Noemie, CassAdventures, Britt and Mitch, and Nuni. Better audience definition meant sharper briefs, which produced significantly better content and stronger audience alignment across the programme.
Website and content overhaul Rebuilt website content around the refined target audience. Messaging, structure and copy now speak directly to the right buyer, improving engagement and reducing drop-off.
Bounce rate down 50% Luffare's repositioning shifted the traffic mix entirely. Bounce rate dropped by 50% and 90%+ of traffic now comes from the correct target audience.
Partnerships structure built Designed and built a referral and distribution partnership framework from scratch. New partners onboarded including Drifter, with the system built to grow without requiring additional headcount. Documented and handed over to the core team.
