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Thursday, June 10, 2021    12:30pm - 1:15pm PT

Case Study: Engaging Influencers in Both Your Local & National Markets

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Mercury Marine, manufacturers of outboard motors and MerCruiser inboard engines, works with over 4,000 dealers across the US. They knew there was an opportunity to engage their diverse communities of boating enthusiasts, and wanted to use influencer marketing to do it. The challenge was creating influencer campaigns that were unique to local markets to inspire a sense of community. In this case study, Gary will share how Mercury Marine worked with boating brands and local influencers to activate their brand across YouTube, TV, and social media.  

Attendees will learn how to:

  • Prepare influencers to inspire and instill a sense of community around your brand
  • Stay consistent with your brand message across local and national marketing
  • Connect your value proposition to a lifestyle
  • Creating broad and local relevance for consumers
  • Diversifying your strategy to engage target audiences on-air, online, and in-person
  • Delivering dedicated brand appeal even when collaborating with external partners


Gary Lancina
Senior Director - Global Brand & Influencer Marketing Strategy
Mercury Marine

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