SOLUTION

How do you find leads for super luxury yachts? Not an easy targeting group.

We started by generating a list of countries with highest GDP per capita. Countries like Monaco, Luxemburg and Qatar were in that target audience. In addition, there are super yacht events around the world. We used radius targeting around those yachting events like the Miami International Boat Show, Cannes Yachting Festival and Palm Beach Yachting event.

This formed the first layer of targeting: geography.

The second layer of targeting was a combination of geographical targeting in western-markets (but not the ones targeting in the first layer) combined with a combined audience. The combined audience consisted of the following combinations:

1. A custom intent audience that focused on high-luxury purchase keywords like "hermés bag"
2. The in-market group for boats and watercraft

Impact

The lead target set for this campaign budget was beaten by 250%, measured through a 7 day post view window.