Direct to Consumer Boating Accessories Case Studies

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Direct to Consumer Boating Accessories Case Studies

Sunbrella sells its marine fabrics directly to consumers by having an Amazon store. To engage more with its existing marine audience and to connect new customers, the brand used digital and video marketing and sponsored the World Sailing Cup Miami for 2015 and in the run-up to the 2016 Olympics and gained 75,000 website visits, more than 85,579 video views and 1,523,187 impressions.

Direct to Consumer Boating Accessories Case Study — Sunbrella Fabrics

  • Sunbrella Fabrics, based in Glen Raven, North Carolina, is one of the key companies in the outdoor fabric market in which North America represents a significant share in terms of revenue caused by the increasing demand from the marine sector.
  • The company offers different marine fabrics on its website.
  • Sunbrella sells its fabrics directly to consumers by having an Amazon store.


Challenge

  • Sunbrella partners with Wray Ward Agency in creating ways “to engage and connect with its loyal marine audience while reaching new audiences primed to embrace the brand.”

Solution

  • Wray Ward Agency “created an immersive digital and video experience that offered a content-rich, behind-the-scenes look at 11 sailors competing at the highest level of their sport.”
  • The agency created the Uncharted Waters documentary.
  • This documentary featured the story of the "adaptive sailing team members Sarah Everhart-Skeels of Tiverton, R.I., and Cindy Walker of Plymouth, Mass." For them "sailing offered freedom from lower body paralysis resulting from a cycling accident (Sarah) and a rare inflammatory disease (Cindy)." This team is the only team with all-woman adaptive sailing members in their class. It made the US Paralympic Sailing Team in 2016 which is likely their "last chance to compete in the Paralympics since sailing has been removed from the 2020 Paralympic Games in Tokyo.
  • They negotiated with the US Sailing Team Sperry to make Sunbrella the presenting sponsor of the World Sailing Cup Miami for 2015 and in the run-up to the 2016 Olympics.
  • The Uncharted Waters website was promoted by one paid Facebook campaign organically and promoted social media posts along with organic traffic.

Results

  • Uncharted Waters brought the website more than 75,000 visits and more than 85,579 video views.
  • The six-week social media campaign generated 1,523,187 impressions.
  • During that period, the Uncharted Waters site also ranked among the top 10 websites for referral traffic to sunbrella.com.

Sources
Sources

Quotes
  • "Some of the prominent companies operating in the global outdoor fabric market are 3M Company; E. I. Du Pont De Nemours and Company; Saint Gobain S.A.; BASF SE; Kolon Industries Inc.; Lakeland Industries, Inc.; Low & Bonar PLC; Milliken & Company; Klopman International; W. L Gore & Associates, Inc.; Glen Raven, Inc.; Cetriko, SL; and Sunbrella Fabrics."
  • "In the marine industry, they are used for the production of enclosures, biminis, and boat and sail cover. "
  • "Marine applications of outdoor fabrics include awnings, boat covers, biminis & tops, curtains, dodgers, interior & exterior cushions, sail bags & sail covers, tarps, weather clothes, and windshield cover. The demand for the product is anticipated to remain strong in this application segment throughout the same period. A combination of water and moisture resistance, durability, and comfort is supporting the demand for these fabrics in marine applications."
  • "North America is expected to represent a significant share in terms of revenue in the market. Flourishing marine and automotive sector is one of the primary factors stoking the growth of the regional market."
Quotes
  • "Completely rethinking how to capture the exceptional performance of Sunbrella for enthusiastic marine audiences, our team negotiated with US Sailing Team Sperry to make Sunbrella the presenting sponsor of the World Sailing Cup Miami for 2015 and in the run-up to the 2016 Olympics. To capitalize on this rare opportunity, our team created an immersive digital and video experience that offered a content-rich, behind-the-scenes look at 11 sailors competing at the highest level of their sport."
  • "Uncharted Waters gave Sunbrella a new way to engage and connect with its loyal marine audience while reaching new audiences primed to embrace the brand. In the eight-month run-up to the Rio Olympics, the website — promoted by one paid Facebook campaign and organic and promoted social media posts along with organic traffic — had more than 75,000 visits and more than 85,579 video views. The six-week social media campaign generated 1,523,187 impressions. During that period, the site also ranked among the top 10 websites for referral traffic to sunbrella.com."
Quotes
  • "The documentary includes the story of the adaptive sailing team members Sarah Everhart-Skeels of Tiverton, R.I., and Cindy Walker of Plymouth, Mass., for whom sailing offered freedom from lower body paralysis resulting from a cycling accident (Sarah) and a rare inflammatory disease (Cindy). They are the only all-woman adaptive sailing team in their class, and making the US Paralympic Sailing Team in 2016 is likely their last chance to compete in the Paralympics since sailing has been removed from the 2020 Paralympic Games in Tokyo."