US marine organisation NMMA uses TikTok influencers in new marketing campaigns

Discover Boating, powered by the National Marine Manufacturers Association (NMMA) and Marine Retailers Association of the Americas, has utilised the social media platform TikTok in an attempt to engage the next generation of boaters.

Discover Boating launched two pilot TikTok campaigns this summer – #BoatAppetit and #WaterWear – with influencers posting recipe and food videos and boat fashion videos to ‘connect with the brand’s target audience on a platform where they are already consuming content’.

@cafehailee mexican shrimp cocktail 🍤🥑🍅#discoverboating #seeyououtthere #boatappetit #fyp ♬ Aesthetic – Tollan Kim

Leveraging TikTok’s popular food and fashion categories, Discover Boating selected influential content creators to share their favorite recipes to bring aboard and showcase their best boating attire.

In less than one week following the campaign launch on 2 June, the TikTok campaign generated more than 3.5 million video views. Within two months, the campaign earned 30 million video views, surpassing the goal of 27 million. The average engagement rate (likes, comments, shares) was 13 per cent and the highest was 24 per cent (similar brand campaigns average 9-13 per cent engagement rates). 

@cassimanner Visit discoverboating.com to learn more about all things boating 🚤#waterwear #discoverboating @discoverboating ♬ original sound – Cassi Manner

NMMA says that rather than a traditional media buy, this strategic effort allowed Discover Boating to ‘break through to consumers across a variety of demographics and interests and helped tell the industry’s story through relevant influencers who encouraged their engaged followers to get on the water and learn more at DiscoverBoating.com’.

Check out the videos below: