Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Following the success of celebrity fitness trainer Isaac Boots's TORCH'D fitness residency at Wequassett Resort & Golf Club in 2023, the program returned for the summer of 2024 with an expanded vision. This year, Wequassett partnered with Boston-based footwear and apparel brand NOBULL to elevate the program's impact and reach a broader audience.
The marketing goals were: (1) Position Wequassett as a premier luxury wellness destination, leveraging the return of Isaac Boots and the NOBULL partnership to appeal to an upscale, fitness-conscious clientele; (2) Attract a Diverse and engaged audience, drawing in fitness enthusiasts, influencers, and new and repeat visitors to the resort; (3) Amplify brand presence through influencer engagement and targeted social media strategies to expand Wequassett’s market visibility; (4) Leverage NOBULL partnership to enhance the TORCH'D program and attract participation from both the fitness community and new demographics.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
The influencer marketing campaign successfully met all four goals, building on the momentum from 2023 and further enhancing Wequassett’s brand visibility and engagement.
In 2023, the activation brought in notable attendees, including Actress and Reality star Lisa Rinna (3.7MM followers), Fashion Designer Jason Wu (681K followers), and local tastemakers such as Armani Thao (47K followers). Throughout Isaac Boots’ residency at Wequassett Resort and Golf Club, the resort’s Instagram page grew its following by 3,300 followers (a 21% increase year-over-year), with a total of 493,451 impressions (up 24% YOY) and 10,000 profile views (a 21% increase YOY). Additionally, click-through rates to the Wequassett website from Instagram increased by 73%.
In 2024, the program attracted 274 paid attendees, with 80% being non-guests, expanding the resort’s appeal beyond its typical audience.
Influencers such as Christian Bendek (149K followers), Olivia Flowers (287K followers), Igee Okafor (95K followers), Moti Ankari (200K followers), and Whitney Port (1.4M followers) further boosted visibility, generating significant social media buzz. The campaign resulted in a 24% increase in social media impressions and a 21% growth in Instagram followers. A NOBULL press trip, aligned with the TORCH'D program, amplified the event’s reach with additional press coverage, including Into More (Average Reach 490,000), Robb Report (Average Reach: 3,817,000) and social media engagement.
Social media and influencer activity drove a 73% increase in click-through rates to the Wequassett website, helping to generate heightened interest in the resort’s offerings.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
The Wequassett x Isaac Boots partnership delivered impressive results across both 2023 and 2024.
In 2023, the TORCH’D program generated over $20,000 in total revenue, primarily from increased room bookings and event attendance. Specific revenue included:
TORCH'D class attendance: $11,833.96
Lisa Rinna’s Midsummer Night’s Rinnaissance VIP Dinner: $7,543.32
Total revenue from the Wequassett x Isaac Boots program: Approximately $40,000+
ROI: $12,300
In 2024, the TORCH’D program continued to generate strong results, including:
TORCH’D class attendance: $10,570.94
NOBULL merchandise sales: $455
Total Revenue: 11,025.94
ROI: $14,782.20
While the net revenue saw a slight decrease compared to the previous year, the partnership yielded substantial visibility, thanks to influencer posts that generated more than 2.1M impressions across multiple platforms. These posts, coupled with the extended engagement from additional events and collaborations, helped expand Wequassett’s brand presence and attract new demographics, demonstrating a robust return on investment.
Entry Title
Isaac Boots Fitness Residency at Wequassett
Division
Public Relations/Communications - Influencer Marketing
Category
Public Relations/Communications