Case study: How We Helped GoBoat London Grow to 50k Instagram Followers (and Build a £1m Business)

When GoBoat London first approached Dove Social & PR in 2017, they were a small seasonal business with big ambitions. Seven years later, they've grown from a modest canal boat hire operation to a £1m+ turnover experience company with almost 50,000 social media followers and a database of 65,000 engaged customers. Read on to find out more about this London social media management case study.

This transformation didn't happen by accident. It required strategic thinking, adaptable planning, and the ability to turn challenges into opportunities. Here's how we helped GoBoat London navigate seasonal constraints, unpredictable British weather, and even a global pandemic to build one of London's most successful leisure experience brands.

The Challenge: Seasonal Business in an Unpredictable Market

GoBoat London faced the unique challenges that come with running a seasonal outdoor business in Britain. Operating canal boat hire from spring through autumn meant every year required a fresh start, rebuilding momentum after winter closure whilst working around the British weather that could derail bookings at any moment.

Their target audience was diverse and demanding:

• Tourists seeking authentic London experiences

• Local families looking for unique day trips

• Millennials planning celebrations and group activities

• Gen Z customers wanting Instagram-worthy experiences

• Corporate groups needing team-building activities

The business needed a marketing partner who understood both the opportunities and constraints of seasonal hospitality, whilst building year-round brand awareness that would drive bookings when the boats returned to the water each spring.

Our Strategic Approach: Growth Over Engagement

Rather than focusing solely on engagement metrics, we developed a growth-focused strategy designed to build sustainable business results:

Content Creator Partnerships

We identified early that authentic user-generated content would be crucial for GoBoat's success. Instead of relying solely on traditional advertising, we built relationships with content creators who could showcase genuine experiences whilst reaching new audiences organically.

This approach proved transformational. Over seven years, more than 1,000 influencers and content creators have experienced GoBoat and shared their visits across social platforms, generating authentic content that consistently outperformed traditional marketing.

Seasonal Campaign Strategy

Understanding the seasonal nature of the business, we developed a front-loading approach for each operating season. Every spring, we launch comprehensive campaigns to rebuild momentum, working proactively to overcome the inevitable challenges of British weather.

This meant planning content calendars months in advance, preparing weather-contingent messaging, and creating campaigns that could adapt to changing conditions whilst maintaining brand consistency.

Direct Email Marketing Excellence

Whilst social media drove awareness and acquisition, email marketing became our retention powerhouse. We built GoBoat's mailing list from zero to 65,000 engaged subscribers, sending weekly newsletters featuring exclusive offers, weather updates, and seasonal experiences.

This direct communication channel proved invaluable for maintaining customer relationships during closure periods and driving immediate bookings when weather and capacity allowed.

The Ultimate Test: Pivoting During Covid-19

The real test of our strategic partnership came during the 2020 pandemic. When lockdown restrictions threatened the entire leisure industry, we needed to completely reimagine GoBoat's positioning and offerings.

Identifying the Opportunity

While many businesses struggled with social distancing requirements, we recognised that GoBoat's naturally separated boats created perfect 'bubbles' for household groups. The outdoor nature of the experience aligned perfectly with new safety guidelines, positioning canal boat hire as one of the safest entertainment options available.

The Openaire Cinema Innovation

Our breakthrough solution was Openaire Cinema at Merchant Square. We partnered with local providers to create an experience where guests could watch classic films from their boats, order food delivery via QR codes, and enjoy entertainment whilst maintaining complete social distancing.

This wasn't just about adapting to restrictions - it was about creating something genuinely new and exciting that would generate significant media attention and establish GoBoat as an innovative experience provider.

Exceptional Results

The Openaire Cinema campaign delivered results that exceeded all expectations:

• 200+ pieces of press coverage including international news broadcasts

• Global media attention that positioned GoBoat as a leader in Covid-safe entertainment

• Sold-out bookings throughout the modified 2020 season

• Long-term brand elevation that continued to benefit the business post-pandemic

Measurable Business Transformation

The partnership between GoBoat London and Dove Social & PR has delivered consistent, measurable results across every aspect of their digital presence:

Social Media Growth

• Follower growth: From 300 to almost 50,000 across platforms

• Engagement quality: Authentic interactions with genuine potential customers

• Content variety: Thousands of user-generated posts showcasing real experiences

• Seasonal momentum: Consistent ability to rebuild engagement each spring

Business Development

• Revenue growth: From startup to £1m+ annual turnover

• Zero additional investment: Growth achieved through strategic marketing rather than capital injection

• Market positioning: Established as London's premier canal boat experience

• Brand recognition: National and international media coverage

Database Building

• Email subscribers: 65,000 engaged customers receiving weekly communications

• Customer retention: Regular repeat bookings through targeted email campaigns

• Seasonal continuity: Maintained brand awareness during closure periods

• Direct marketing: Reduced reliance on paid advertising through owned media channels

Lessons for London Experience Businesses

GoBoat's success offers valuable insights for other London leisure and experience businesses facing similar challenges:

Embrace Seasonal Constraints

Rather than viewing seasonal limitations as obstacles, we turned them into marketing advantages. The anticipation of spring reopening became part of GoBoat's brand story, with customers eagerly awaiting each new season.

Invest in Authentic Content

User-generated content from real customers consistently outperformed polished marketing materials. Investing in content creator partnerships delivered both immediate engagement and long-term brand building.

Build Direct Relationships

Social media drives awareness, but email marketing drives bookings. Building a substantial database of engaged customers proved essential for sustainable business growth.

Stay Agile and Adaptable

The ability to pivot quickly during challenges - from weather disruptions to global pandemics - became a competitive advantage that strengthened rather than weakened the brand.

The Ongoing Partnership

Seven years after our initial partnership began, Dove Social & PR continues to manage GoBoat London's digital strategy during their crucial operating months. This long-term relationship demonstrates the value of working with marketing partners who understand your business challenges and can adapt strategies as markets evolve.

Our flexible approach means GoBoat receives intensive support during their busy season whilst scaling back during closure periods - a model that works perfectly for seasonal businesses managing cash flow and operational demands.

Why Strategic Social Media Management Matters

GoBoat London's transformation from startup to £1m business demonstrates that social media management isn't just about posting content - it's about building sustainable business growth through strategic digital marketing.

The right marketing partner brings:

• Strategic thinking that aligns with your business objectives

• Crisis management capabilities that turn challenges into opportunities

• Long-term vision that builds brand value beyond immediate campaigns

• Measurable results that justify marketing investment and drive business decisions

For London businesses facing seasonal challenges, competitive markets, or rapid growth demands, strategic social media management can be the difference between surviving and thriving.

Ready to Transform Your Business?

GoBoat London's success story demonstrates what's possible when strategic thinking meets consistent execution. Whether you're launching a new venture, scaling an existing business, or navigating market challenges, the right digital marketing partnership can deliver transformational results.

At Dove Social & PR, we specialise in helping London businesses build authentic social media presences that drive real business growth. Our understanding of local markets, seasonal challenges, and audience behaviour means we can develop strategies that work for your specific situation.

If you're ready to discuss how strategic social media management could transform your business, we'd love to hear about your goals and challenges.

Get in touch to explore how we can help you achieve similar results.

This is the first in our case study series showcasing real results from our London clients. Next month, we'll explore how we helped a local East London business double their engagement and drive significant footfall growth through hyperlocal social media strategy.