Getting onboard with Discover Boating
Submitted by Viral NationAgency IPI Score 74/100

Discover Boating #GetOnBoard Influencer Campaign

Influencer Marketing

Viral Nation ran the #GetOnBoard influencer campaign for Discover Boating, encouraging Americans to get out on the water close to home and driving almost 300K people to the Discover Boating site.

12.7MImpressions
291KClicks
+300%Above Campaign Target

Case in 60 seconds

When Americans were unable to travel during the pandemic, Discover Boating set out to help save the summer, giving people a reason to have fun on the water close to home rather than travel away.

The page grounds the work in the emotional benefits of being near, on or in water, so a summer without travel became an opening for boating as an escape close to home rather than a trip away.

The #GetOnBoard campaign was built as a national initiative inviting people from all walks of life to gear up, get out on the water and leave their worries in their wake that summer.

Influencers shared their experiences on board while explaining the features of Discover Boating, and calls to action sent their followers to the Discover Boating website. Social publishers, paid ads and a hype video promoted the campaign across YouTube, Instagram, Facebook and TikTok over peak boating season.

Viral Nation reports 12.7M impressions, 291K clicks and 266 unique posts, and says that content drove almost 300K people to the Discover Boating site, exceeding campaign targets by over 300%.

Strategy Breakdown

Americans from all walks of life who were unable to travel during the pandemic, reached nationally from coast to coast with an invitation to get out on the water close to home.
The pandemic left Americans unable to travel, which put the summer itself at risk, so Discover Boating positioned time on the water as a way to save it close to home.
Discover Boating acts as the guide into boating, with influencers educating their audiences on its features and sending them to its website to learn how to get on board this summer.
Being near, on or in water carries emotional benefits, which gave the campaign a reason to invite people outdoors that depended on the water nearby rather than on travel.

Creative & Execution System

Assets & channels

  • YouTube
  • Instagram
  • Facebook
  • TikTok

Partners

  • Viral Nation

Results & Evidence

MetricValue
Impressions12.7M
Clicks291K
Unique Posts266
Above Campaign Target+300%

Why Viral Nation's strategy worked

  1. 1

    A leisure category can be framed as a local alternative when travel is closed off, because the page shows Discover Boating turning a lost summer into a reason to get on the water close to home.

  2. 2

    Pairing creator experiences with product education and a direct call to action gives influencer content a measurable destination, which is why the page can report site traffic rather than exposure alone.

  3. 3

    Layering paid ads, social publishers and a hype video over creator posts lets a national campaign run across YouTube, Instagram, Facebook and TikTok, so the influencer content does not carry distribution by itself.

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