Sea-Doo x Leticia Bufoni: Inspired by the Rider

The goal

Leticia Bufoni brought Sea-Doo a different caliber of earned media, awareness, and mainstream appeal. She genuinely loves the product and the adventures it unlocks, so the partnership was a natural fit. For our "Inspired by the Rider" series, we set out to tell her backstory and share her message with the next generation.

My role

I sourced, negotiated, and managed the relationship with Leticia and her team, and contributed to creative direction, production, and distribution of the video and photo assets to cross-functional global teams. The assets ran in a full 360 campaign across PR, CRM, web, social, print, and the dealer network.

Results

• Highest EMV contribution of any Sea-Doo ambassador
• 280M impressions and 870 branded earned social posts
• Most-viewed "Inspired by the Rider" episode: 1.2M views, plus 3M views on Instagram content
• Highest-ROI content piece of 2023
• +70% average post reach on owned channels; amplified with Red Bull (120M+)