Tussle Digital ran a full-funnel, performance-led strategy for Pacific Boating, a luxury boating membership club in Australia. The campaign reached 3.8M+ total impressions and delivered 30,000+ paid clicks, with TikTok CPCs as low as $0.73.
About Pacific Boating
Pacific Boating is a luxury boating membership club offering a Walk-On, Walk-Off experience across Sydney Harbour and Pittwater. Members get subscription-based access to a premium fleet of 32, 44 and 52 foot luxury sports cruisers, without the maintenance, depreciation and ongoing costs of ownership.
Challenge
Pacific Boating operates in a high-consideration, premium niche.
- Membership-based boating is still a developing category
- Long decision-making cycles required education and trust
- The brand needed to scale without sacrificing luxury positioning
- Demand was highly localised around NSW marinas
- Performance marketing needed to be efficient in a premium market
The goal was to grow awareness, engagement and qualified demand while keeping a refined, aspirational brand presence.
Approach
What were the objectives?
- Increase national and regional brand visibility
- Drive consistent, high-quality website traffic
- Achieve above-benchmark performance efficiency
- Support membership enquiries through paid and organic channels
- Build a scalable digital growth framework for long-term success
What was the strategy?
- Brand-led organic storytelling: lifestyle content showing real boating experiences, member moments, destinations and the walk-on, walk-off model.
- Cost-efficient paid media scaling: paid media on Meta and TikTok, with campaigns optimised continuously for reach, engagement and clicks.
- Education-driven content: content explaining how Pacific Boating works and comparing ownership with membership, to shorten decision cycles.
- High-intent website pathways: traffic directed to fleet, membership, boat class and "How It Works" pages.
How was organic social media run?
Content was made for each platform: Facebook, Instagram, LinkedIn and TikTok. It included lifestyle visuals from Sydney Harbour and Pittwater, educational posts about the membership model, and short-form vertical video for TikTok and Reels such as fleet walkthroughs, destination clips and member stories. A consistent posting schedule built familiarity.
How was paid media run?
- Meta Ads for scalable reach, retargeting and lead intent
- TikTok Ads for discovery and efficient video distribution
- Creative testing focused on real experiences, not hard selling
- A funnel-based campaign structure
How was the website used?
Paid and organic traffic went to fleet pages, membership pages, boat class pages (the 32, 44 and 52 foot classes) and "How It Works" pages. Audience targeting focused on users near Sydney Harbour and Pittwater marinas.
Results
| Metric | Result |
|---|---|
| Total impressions (organic and paid) | 3.8M+ |
| Organic impressions | 2.7M+ |
| Paid impressions across Meta and TikTok | 1.12M |
| TikTok video views | 714K+ |
| Paid clicks delivered | 30,000+ |
| Organic impressions growth | Increased by 158% |
| TikTok CPC | As low as $0.73 |
| Paid CTRs | Exceeded industry averages by 20-30% |
| Website traffic from Australia | 85%+ (NSW-focused) |
TikTok was the highest-reach organic channel. Engagement rates improved across Meta platforms, and LinkedIn delivered steady growth among professional and corporate audiences. Media spend scaled without efficiency loss. The fleet, membership and boat class pages recorded the highest engagement.
Key takeaways
- Luxury brands can scale digitally without compromising positioning.
- Lifestyle-driven creative outperformed overly promotional messaging.
- Education-first content shortens consideration cycles.
- Performance and brand storytelling work best when fully aligned.
Gallery
Questions we get asked
What results did Tussle Digital deliver for Pacific Boating?
The campaign reached 3.8M+ total impressions, including 2.7M+ organic and 1.12M paid across Meta and TikTok. It earned 714K+ TikTok video views and delivered 30,000+ paid clicks. Organic impressions increased by 158%, and TikTok CPCs were as low as $0.73.
Which channels did the Pacific Boating campaign use?
The campaign used organic social media on Facebook, Instagram, LinkedIn and TikTok, paid media on Meta and TikTok, and a website traffic strategy that directed users to fleet, membership, boat class and How It Works pages. Targeting focused on users near Sydney Harbour and Pittwater marinas.
How did Pacific Boating keep its luxury positioning while scaling?
The strategy used lifestyle-driven organic storytelling and creative testing focused on real experiences rather than hard selling. Education-driven content explained the membership model, and traffic went to carefully selected high-intent pages. The case study reports that media spend scaled without efficiency loss. Content focused on lifestyle moments, family outings and group cruising.
Where did Pacific Boating's website traffic come from?
Over 85% of website traffic originated from Australia, with high concentration in NSW and marina-adjacent regions. The fleet, membership and boat class pages recorded the highest engagement, which the case study reads as a sign of strong purchase intent. That concentration matched real-world access to Pacific Boating's locations.
What is Pacific Boating?
Pacific Boating is a luxury boating membership club offering a Walk-On, Walk-Off experience across Sydney Harbour and Pittwater. Members get subscription-based access to a fleet of 32, 44 and 52 foot luxury sports cruisers instead of owning a boat. The club removes the hassle of maintenance, depreciation and ongoing ownership costs.
