Campaign Strategy & Development
SITUATION
Yacht Week has a great history of producing strong content.
However, to move the needle this year we recognised the need to:
A) Establish their brand idea in a more emotionally engaging way and…
B) Go beyond the traditional aftermovie to create a suite of assets delivering a range of messages
TASK
In order to do this, we launched a 360-campaign that delivered the same core messages all the way from our own high-production-value assets and macro influencers to UGC and aspiring creators.
ACTION
We started by mapping out our key brand and product messages
What we wanted to communicate, which funnel stage each message was most suitable for, and which type of content would best deliver it.
We then worked out the overarching brand idea for the campaign
‘Life’s too short’
Anchored in the insight that the pandemic, the war and the cost of living crisis has led to a confrontation with our mortality, we developed a campaign positioning centred around the fact that:
“Just because you have a bucket list, doesn’t mean it’s going to wait for you.”
TOP OF FUNNEL
Introduce people to Yacht Week
We created attention-grabbing short form videos
…and briefed talented young creators to do the same
We boosted the reach by activating a number of large-scale influencers
And drove traffic to a campaign landing page optimised for sign-ups
MIDDLE OF FUNNEL
Once people were familiar with Yacht Week…
We launched our hero video to anchor the brand message and evoke emotion
Credibility was established through quotes from heavy-hitting publications
Previous guests were asked to explain our product to the uninitiated.
We then advertised these videos to our new audiences, directly from our previous guests’ social handles for ultimate authenticity.
Traffic was directed to a more informative landing page
and we kept people engaged through segmented email sequences
BOTTOM OF FUNNEL
Now interested, we needed to get people to book.
The focus was on driving urgency through simple and clear ads
RESULTS
Over the 3-month campaign we managed to achieve the following KPIs in targeted regions:
We produced more than 100 different assets for testing, iteration and rollout
We increased website traffic from paid social by 112%.
The average time spent on the website by paid social visitors increased by 67%
We drove a total number of 23,808 high quality sign-ups to the waitlist.
We increased the number of incoming leads to customer service by 127%
“Spekk feel more like a supercharged in-house marketing team than an agency.
Seamless integration and unbelievable work ethic. Always a pleasure”
Nik Valentine • CMO, Yacht Week