Project Overview
What We Did
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 and in the run-up to the 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.
Results
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 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.
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75,000+
Website visits in eight months
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85,579+
Video views in eight months
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1,523,187
Impressions in six weeks

Content Marketing
An integrated mix of search optimization, public relations, social media, a content discovery network program and paid media tactics drove traffic to the website. In addition to viewing the athletes’ stories and learning about US Sailing Team Sperry, the site also allowed them to learn more about Sunbrella fabric and its unmatched performance attributes.

Online Advertising
Using Facebook advertising to launch the program, we extended our reach to include affluent sports enthusiast audiences with a paid content discovery network program, additional Facebook ads, Google Display ads and a digital campaign on publication websites including Power & Motoryacht, Yachting, Sail, Boat International and more.