SCOPE
PAID MEDIA
INDUSTRY
EQUIPMENT, B2C
YEAR
2022 – PRESENT
An Innovative Approach to Targeting New Water Sports Enthusiasts and Engaging Them Through Paid Media
When Yamaha first approached Marketwake, their goal was to launch a campaign called “Women Run the Water,” aimed at empowering women to take charge of their personal watercraft experiences.
However, in Yamaha’s market, direct online sales are not an option.
They needed to find a way to connect potential customers to local dealers effectively while optimizing digital strategies for higher-funnel events like newsletter sign-ups and dealer searches
The task: to drive brand awareness, customer engagement, and promote local dealers’ varied product lines to purchase-ready buyers through digital marketing initiatives.
Marketwake responded by developing a comprehensive omnichannel digital media strategy tailored specifically to Yamaha’s needs.
However, in Yamaha’s market, direct online sales are not an option.
They needed to find a way to connect potential customers to local dealers effectively while optimizing digital strategies for higher-funnel events like newsletter sign-ups and dealer searches
The task: to drive brand awareness, customer engagement, and promote local dealers’ varied product lines to purchase-ready buyers through digital marketing initiatives.
Marketwake responded by developing a comprehensive omnichannel digital media strategy tailored specifically to Yamaha’s needs.
- Leveraged a mix of Google, Meta, OTT/CTV, and Programmatic channels, employing hyper-targeted audience segments to maximize cost-efficiency.
- Applied insights from the Women Run the Water campaign to evergreen media strategies for Yamaha Boats and WaveRunners.
- Collaborated closely with insights from Yamaha’s regional sales team, adjusting strategies in real-time based on market conditions and inventory levels.
- Refined customer journey mapping and implemented layered targeting strategies that nurtured users through the buying process.
- Connected digital performance to historical and traditional media efforts with innovative approaches such as Picture-in-Picture ads during streamed baseball games.
- Partnered with Skai and Amazon’s Sponsored Display’s beta program for brands that don’t sell on Amazon, driving nearly 3x the impressions at half the cost of other display efforts in a given month.
- Introduced A/B testing opportunities within Yamaha’s suite of product offerings with a few new programmatic creative asset types, including Tap2Map and Enhanced Stories.
WOMEN RUN THE WATER CAMPAIGN
Mastering Omnichannel Media Placement
To achieve Yamaha’s goals for the Women Run the Water campaign, we resized and placed Yamaha’s creative assets across Google, Meta, OTT/CTV, and Programmatic channels. Strategically, we hyper-targeted Yamaha’s WRTW persona—Carrie —pairing research with broad interests and the Top 25 DMAs to optimize campaigns and ensure we reached the right audience.
Increase in Overall Brand Consideration
Lift in Brand Consideration Among Ages 35-44
Increase in Brand Consideration Among Females
2024 Evergreen Campaign
Perfecting the Art of Evergreen
Continuing Yamaha’s success, we supported their evergreen ad placement by applying insights from the award-winning Women Run the Water campaign. We collaborated to refine their customer journey mapping and implemented layered targeting strategies to nurture users through the buying process efficiently.
sessions generated
total impressions across all media channels
total clicks and engagements on media efforts
We couldn’t have achieved these results without Marketwake’s expertise and execution, and we’re excited to continue this partnership moving forward.
David Manders
Advertising Supervisor, Yamaha Boats and WaveRunners
Our Role
Creating Work that converts.
STRATEGY
Paid Media
Customer Journey Mapping
Ad Placement
Audience Segmentation
Traditional and Digital Integration
Alpha/Beta Testing
CREATIVE
Programmatic Creative Formats
Multi-stage Creative Journey
Ad Resizing