VICE X national marine manufacturers association
on behalf of the north american recreational boating industry
-
To help the National Maritime Marine Association (NMMA) launch their new brand campaign “Discover Boating” with the goal of connecting with the next generation of boaters - a younger more diverse demographic of people.
-
Together, we leveraged VICE’s credibility with our young diverse demographic through first person storytelling to create white label content. In addition, we distributed content on Vice’s O&O via media placements and paid social distribution in order to build a connection between Discover Boating and younger, broader audiences.
-
Overall, this campaign significantly exceeded all benchmarks, proving that our audience was genuinely engaged and connected with the story we told through the content created. YouTube played a huge role in this campaign’s success and was the main traffic driver.
DISCOVER BOATING
One of Discover Boating’s strategic media partnerships as part of its 2022 national marketing campaign is with VICE TV, aimed at further amplifying the joy of boating among the industry’s growth and emerging target audiences. As a leading network among 18-34 year olds, VICE TV reaches 65 million homes, helping Discover Boating invite the next generation to experience life on the water.
DISCOVER BOATING SHORT-FORM DOCUMENTARY
Everyone belongs on the water, according to Emmanuel Williams, the Sea-Doo fisherman and video creator inspiring his audience to explore, make waves, and be themselves. No matter who we are, we can call the open water home! What started as a childhood hobby, fishing off nearby piers with his father, has since turned into Emmanuel’s greatest passions; jet skiing, fishing, and sharing his love for boating online. Spend a day with Emmanuel on a journey to ride, fish, and cook a delicious meal.
“VICE brand partnerships and video productions resonate in youth culture because they tell stories through the lens of connection, culture and identity. With more than three-quarters of our target audience looking for brands who engage with their audience through that very lens, partnering with VICE helps us build a connection between Discover Boating and what 'see you out here' can mean to the next generation of boaters through a familiar, authentic and human-centric voice across platforms and formats.”
— Kevin Williams, NMMA Vice President of Marketing