Bayliner Boating 101 Campaign

To support Bayliner’s lead generation efforts targeting first-time boat buyers, we developed The Hull Story: a downloadable content offer designed to demystify the boating lifestyle and address key barriers to entry. Grounded in consumer research, our editorial strategy tackled common hesitations such as “Boating is a black box,” “I already have friends with boats,” and “Boating is too difficult/time-consuming.” The guide features glossaries, curated recommendations, and interviews with boating professionals, offering an approachable, insider perspective tailored to entry-level audiences. Distributed via paid social prospecting ads, the guide served as a gateway into Bayliner’s email nurture series, positioning the brand as a trusted companion for new boaters. The campaign not only generated qualified leads but also reinforced Bayliner’s value proposition: accessible, affordable boating for all interests.

From the original award submission.