# Yamaha

> Tapping Yamaha into a new wave of riders.

Case study by Marketwake: https://www.marketwake.com/work/yamaha/

- Services: Performance
- Scope: Paid media
- Industry: Equipment, B2C
- Year: 2022 – Present

Yamaha Boats & WaveRunners is the worldwide leader in Sport Boats and Personal WaveRunners, globally renowned for their innovative water recreation products.

Yamaha first approached Marketwake to launch a campaign called “Women Run the Water,” which empowered women to take charge of their personal watercraft experiences.

**The challenge:** In Yamaha’s market, direct online sales are not an option. They needed to connect potential customers to local dealers effectively while optimizing strategies for newsletter sign-ups and dealer searches.

Marketwake responded by developing a comprehensive digital media strategy tailored specifically to Yamaha's needs.

## Yamaha gets women on the water.

*paid media*

what we did: Asset resizing, Programmatic advertising, Paid social, Paid search, CTV

To achieve Yamaha’s goals for the Women Run the Water (WRTW) campaign, we resized and placed their creative assets across Google, Meta, OTT/CTV, and Programmatic channels.

Strategically, we hyper-targeted Yamaha’s WRTW persona, pairing research with broad interests and the Top 25 DMAs to optimize campaigns and ensure we reached the right audience.

This campaign won the Neptune Award for [Best Integrated Marketing Campaign for a Brand](https://www.marinemarketersofamerica.org/neptunes-2023).

- **4.6%** increase in overall brand consideration
- **13.7%** lift in brand consideration among ages 35-44
- **4.7%** increase in brand consideration among females

## Powering evergreen ad placement.

*paid media*

what we did: Targeting, Customer journey mapping, Nurture emails

Because of the success of the award-winning Women Run the Water campaign, our next challenge was continuing those results.

To do so, we supported Yamaha’s evergreen ad placement by applying insights from the previous campaign. We worked with them to refine their customer journey mapping and implemented layered targeting strategies that nurtured users through the buying process.

These strategies won the [Non-Endemic Excellence award for using Skai to run their retail media display campaigns](https://www.prnewswire.com/news-releases/omnichannel-advertising-leader-skai-announces-winners-of-its-2024-shopable-media-awards-302113970.html).

- **228,349** sessions generated
- **13.8m** total impressions across all media channels
- **191,408** 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