Discover Boating Share: Ignite Social Media Score Awaiting client review n/a Date Published 27 March 2020 Reading Time 2-Minute Read Discover Boating came to Ignite looking for a partner to increase boating participation and manufacturer referrals from their social channels. Challenge Discover Boating came to Ignite looking for a partner to increase boating participation and manufacturer referrals from their social channels. Discover Boating also wanted to engage a younger audience. They wanted to reach males and females, aged 25 – 49 and living in the United States who enjoy being outside, being active and vacationing. Solution Our strategy was to bring the experience of boating to our audience and to demystify boat ownership. We used a multi-phased strategic approach: Develop—Bring the experience of boating to social audiences and encourage participation Desire—Build desire by demystifying ownership Dream—Give them tools that help the audience dream in detail to find the right boat for them Decide—Highlight stories of ownership from owners We created engaging content, such as canvas ads, Instagram Stories, and repurposed UGC, that aligned to each phase. Media was planned and optimized to re-target visitors to guide them through the purchase funnel. Results 29% increase in manufacturing referrals over last year with half the media budget 62% decrease in cost per manufacturing referral Socially referred traffic converted at 2X the rate of traffic referred in 2017