FAQS
About Camping
What is Camping?
Camping is a Barcelona-based B2B video agency that helps SaaS scaleups grow with video. We build full-funnel campaigns across YouTube, LinkedIn and Meta, covering positioning and creative concept through production and performance analysis, for companies like Holded, Usercentrics, Qonto, Typeform and Oliva. We work as a growth partner embedded with your marketing team and tied to your KPIs.
Who is Camping for?
Camping works with B2B SaaS scaleups, typically Series B and C, whose paid acquisition is getting more expensive and whose creative is no longer pulling its weight. The primary buyer is the CMO, VP of Marketing or Head of Growth, the person accountable for CAC, pipeline and category positioning at once. Camping is built for companies where video is already a line item on the plan but nobody internally can point to what it actually moves.
Where is Camping based?
Camping is headquartered in Barcelona, Spain. The core team works from Barcelona and shoots on location across Europe as campaigns require. Our clients are spread across EMEA, with active engagements in Spain, Germany, Portugal, the UK, France and the Netherlands.
What countries does Camping work in?
Camping works across EMEA. Live engagements today are with clients in Spain, Germany, Portugal, the UK, France and the Netherlands, with campaigns often localised into Spanish, German, Italian and English. We also produce work that runs in the US when clients need it. The Usercentrics Cookiebot "Texas Express" and "The Fine" campaigns are recent examples.
What Camping does
What does Camping actually do?
Camping runs full-funnel B2B video campaigns for SaaS scaleups, end to end: positioning, messaging, creative concept, production, and performance analysis. In practice that means we build the strategy, ship the work in whatever format the funnel needs (YouTube hero films, LinkedIn and Meta ads, sales enablement video, brand films, documentary and mockumentary series), and stay around to track what moves the numbers. The four areas the work lives in: Campaign Strategy, Creative & Concept, Production & Delivery, and Education & Community.
What kind of video does Camping make?
Camping makes strategy-led B2B video across every format a modern SaaS funnel needs: YouTube hero films and pre-roll, LinkedIn video ads, Meta video ads, brand films, documentary and mockumentary series, sales enablement video, product videos, customer stories and educational content. Recent examples include Holded's Funeral de la Factura, Usercentrics' Non-Compliant Cookie Banners, and Qonto's Historias muy reales. Format follows funnel stage.
Does Camping do positioning and messaging, or only production?
Camping starts with positioning and messaging, then builds the campaign around it. Most B2B video falls over because production starts before anyone agreed on the story: who you're talking to, what they need to hear, how the message flows from a YouTube pre-roll to a sales call. We work that out first. If the positioning already exists and works, we plug straight into production; if it doesn't, that's where the project actually begins.
How Camping works with clients
How does Camping work with clients?
Camping works as a long-term embedded partner. We pick a small number of B2B SaaS scaleups to work with deeply rather than churning out one-off projects for dozens. In practice, a dedicated Accounts lead owns the relationship, a Strategy lead owns creative direction, and Production owns execution. The three functions stay separate on purpose so the work doesn't get compromised when one of them is under pressure.
How long is a typical Camping engagement?
Most Camping engagements run as multi-quarter partnerships rather than one-off projects, because full-funnel video takes iteration to compound. Individual campaigns can be as short as a couple of weeks or as long as a nine-week multichannel launch like Holded's Funeral de la Factura. The default shape is a rolling partnership with campaign sprints inside it, so strategy, creative and production stay aligned across everything the brand ships.
Does Camping replace an in-house marketing team, or work with one?
Camping works alongside in-house teams. Our clients (Holded, Usercentrics, Qonto, Typeform and others) all have strong internal marketing functions; we plug into VPs of Marketing, Heads of Brand, Heads of Growth and demand-gen leads and cover the video-specific work end-to-end.
What does Camping need from a client to start?
To start well, Camping needs three things: a clear commercial goal the video work should move (CAC, pipeline, category share), access to the people who own that goal internally, and honesty about what's already been tried. We'll bring the positioning, creative and production; what we can't shortcut is the internal context: who the buyer is, why previous campaigns underperformed, what the sales team hears on calls. The better that input, the sharper the first campaign.
Results and proof
What results has Camping delivered for B2B SaaS clients?
Camping's work is measured on CAC, click-through rate, conversion and pipeline contribution, rather than vanity metrics. Recent examples: Holded's Funeral de la Factura delivered 10M+ video views, 22.5M reach, 1,560 new accounts, 2.5× trial-to-paid conversion in six months and roughly 50% lower CAC over twelve months. Usercentrics' Non-Compliant Cookie Banners series drove around 9M+ YouTube views, an 11% increase in new-customer acquisition, a 5% Google-measured Brand Lift, and a click-through rate 28× the industry average.
Can video actually reduce CAC for a B2B SaaS company?
Yes, when it's strategy-led and full-funnel. Strong creative lowers CPMs on YouTube and Meta, builds brand recall that lifts conversion on Search and direct, and gives sales something to lean on deeper in the funnel. The three compound. Concrete example: Holded went from a paper-invoice compliance deadline to Spain's most-watched B2B campaign with Camping, and cut CAC by roughly 50% over the following twelve months. Usercentrics' YouTube series delivered a lower CPA than their Search campaigns.
Which industries does Camping work in?
Camping specialises in B2B SaaS. Categories include fintech (Qonto, Holded), privacy and compliance tech (Usercentrics, Cookiebot), workplace mental health (Oliva), forms and data collection (Typeform), and shared micromobility SaaS (ElectricFeel). We've also produced brand work outside SaaS for FC Barcelona, Wizz Air and 4YFN (MWC / GSMA) when the creative brief lined up, but the day-to-day expertise is B2B SaaS scaleups.
Which brands has Camping worked with?
Camping's client list includes Holded, Usercentrics, Cookiebot, Qonto, Typeform, Oliva, ElectricFeel, FC Barcelona, Wizz Air, World Mobile Congress and 4YFN, plus non-profits and creative studios like Taller de Solidaridad, Metropolis and Hey! Studio. The B2B SaaS engagements (Holded, Usercentrics, Qonto, Typeform, Oliva) are the ones that best represent the day-to-day of what Camping does now.
About B2B video and Privacy-Led Marketing
What is a full-funnel B2B video campaign?
A full-funnel B2B video campaign produces distinct video creative for each stage of the buyer journey (awareness at the top, consideration in the middle, acquisition and conversion at the bottom) and runs them together as a coordinated system rather than as isolated one-off ads. In B2B SaaS, that usually means a longer awareness hero film on YouTube (60 to 90 seconds), acquisition cuts on YouTube, LinkedIn and Meta (15 to 30 seconds), and product-led enablement video on the site and in sales sequences. Top-of-funnel creative lowers costs and lifts conversion for the acquisition creative running beneath it, so the whole system compounds instead of the top and bottom fighting for the same budget.
How much should a B2B SaaS company spend on video?
For a Series B or C B2B SaaS company, a realistic full-funnel video programme sits somewhere between 15% and 30% of total paid-media spend, split roughly 60/40 between production and media. Below that range there is rarely enough creative iteration to keep CPMs from creeping up. Above it, spend usually starts hitting diminishing returns unless there is a specific launch or geography push. Two variables move the number in either direction: how mature the category is (newer categories need heavier awareness investment) and whether the company owns proprietary distribution like a YouTube channel or podcast, which lowers effective media cost over time.
How is B2B video different from B2C video?
B2B video sells to a buying committee rather than a single consumer, over a longer sales cycle, so the creative job is different from B2C. Where B2C video usually optimises for a single emotional trigger and immediate action, B2B video has to work at two speeds at once: enough craft and story to earn attention from a marketer scrolling LinkedIn, and enough substance that a champion inside the buying committee can screenshot a moment and send it into an internal Slack channel to build consensus. That is why the strongest B2B video today looks more like documentary, mockumentary or short film than like a traditional 30-second ad.
Choosing a video agency
What should a B2B SaaS company look for in a video agency?
Look for a partner who starts with strategy rather than a shot list, actually understands B2B SaaS funnels and buyer journeys, ties scope or pricing to outcomes where it can, and stays around after launch to track what the work moves. Ask for named results: CAC changes, CTR against industry benchmarks, brand lift. Ask what happened when a campaign underperformed. The answers separate the production shops from the growth partners fast.
What makes Camping different from other B2B video agencies?
Camping owns the full stack (positioning, creative, production and performance) so the message doesn't get lost between three specialist vendors. We embed for the long game with a small number of B2B SaaS scaleups rather than churning short projects, we'll tie pricing to KPIs where it makes sense, and we publish the numbers our work actually moved. Based in Barcelona, working across EMEA, with a client list weighted to Series B and C SaaS: Holded, Usercentrics, Qonto, Typeform, Oliva.
Working with Camping
How do I start a project with Camping?
The fastest path is to get in touch through the form on gocamping.tv and share, in a few lines, the commercial goal the video work needs to move, the timeline, and what has already been tried. Camping schedules a first call to assess fit. Because Camping only takes on a small number of partnerships at a time, that first call works as a mutual qualifying conversation for both sides.
Does Camping work remotely, on-site, or both?
Both. Camping is headquartered in Barcelona and works remotely with clients across EMEA day-to-day, then travels on-site for shoots, workshops and campaign kick-offs as the work requires. Recent productions have shot across Spain, Germany, and other European locations, with campaigns localised into Spanish, German and Italian. The working model flexes to the campaign; the partnership doesn't require a client to be in Barcelona.